The 5 Essential Elements to Your Brand’s eCommerce Style Guide

As an eCommerce brand, having an online-only relationship with customers makes maintaining a unique and consistent brand experience all the more necessary. Developing and regularly updating an eCommerce style guide ensures that you are able to deliver the most optimal experience to customers even when they do not shop in person.

The eCommerce style guide is the visual representation of your brand’s DNA. It is the look and feel that keeps your current and future customers engaged with your brand -- your style guide builds your army. Creating and maintaining this guide entails creativity, tough decision-making, and buy-in from executives. For direction, we put together a list of the fundamental components of what an eCommerce style guide should consist of.

  1. Photography: Imagery catches the attention of customers while they browse your merchandise.The style guide should include standards for lighting, background, editing and other necessary factors that come into play during the photography process.
  2. Voice: A brand should have its own point of view that gives it a unique identity and your eCommerce style guide should have a definitive description of what the brand voice is. In the long run, it saves time and work and greatly helps onboarding new employees, like copywriters, who will need to communicate your voice.
  3. Typography: Although it seems like a smaller element, the font of your eCommerce website should be carefully selected to match the overall brand identity. Consider the impressions that certain types of fonts might leave and omit the ones that don’t coordinate.
  4. Colors: Colors elicit emotions and can communicate different meanings depending on the voice of your brand. The colors you choose for your website should elicit a connection between consumers and your brand and help tell shoppers what you are all about. Generally, the palette includes five different colors that can be used throughout the website.
  5. Logo: One of the most important identifications for a brand, your logo serves as brand recognition for customers. If various versions of the logo are used, the style guide should present all possible options and identify uses for the different logos.

Your eCommerce style guide should be updated at least once a year or as changes occur. Without keeping up with consumer trends and embracing new features, your brand may seem outdated. Since it’s necessary to be a constantly evolving brand, an eCommerce style guide allows you to keep records of the changes your brand is going through. Brand standards are an important part of keeping your teams aligned and ensuring the best representation of your brand is on your eCommerce website.

Learn more about how to create the best possible eCommerce style guide here.