Welcome back to The Brand It, Build It Podcast! I’m Kelly Zugay, and today, we’re diving into something every business owner should know about: the science of first impressions — why they matter and most importantly, how you can make your brand instantly memorable.

We all know first impressions matter, but what does the research actually say? Studies show that our brains form an opinion about a website in just 50 milliseconds—that’s 0.05 seconds! (Source: Google Research, 2012). Before someone even reads a word on your site, they’ve already decided whether they’ll stay or leave.

But what actually makes an impression stick? And how can you shape that first impression to work in your favor? That’s what we’ll explore today—with actionable steps you can apply right away.

Why First Impressions Matter

The Speed of First Impressions

Researchers at Princeton University found that people form lasting judgments about trustworthiness, competence, and likability within 100 milliseconds of seeing someone’s face. (Source: Willis & Todorov, 2006).

For brands, this means that a potential customer’s first glance at your logo, website, or social media could determine whether they engage with you—or move on.

If your website or branding feels cluttered, inconsistent, or unclear, people will subconsciously assume your business is less credible or untrustworthy. On the other hand, if your brand feels polished, cohesive, and professional, it builds trust immediately.

The Role of Visual Appeal

A study published in the journal Behaviour & Information Technology found that 94% of a website user’s first impression is based on design—not content. (Source: Lindgaard et al., 2006).

This means:

• The colors, layout, and imagery of your brand play a bigger role in first impressions than the actual words on your website.
• Even if your content is strong, if the visual experience isn’t appealing, people may not stick around long enough to read it.

So, what can you do to make sure your brand is leaving the right impression? Let’s dive into three research-backed ways to make your brand more memorable.

3 Ways to Make Your Brand Memorable

Clarity Over Complexity

The most effective brands are the simplest.

Research by Google found that users perceive simple websites as more beautiful and trustworthy than visually complex ones. (Source: Google Research, 2012).

Why? Because our brains crave ease. A confusing brand—one with too many messages, cluttered visuals, or an unclear purpose—requires too much work to process. When people feel overwhelmed, they leave.

Action step:
Take a look at your homepage. Ask yourself:

• If someone brand new landed here, could they describe my business in one simple sentence?
• Am I using concise, easy-to-understand language?
• Do my visuals help or distract from my core message?

If your website or branding feels visually overwhelming, consider simplifying your fonts, colors, and layout to create a cleaner, more welcoming experience.

Consistency Builds Trust

Brand consistency can increase revenue by up to 33%. (Source: Lucidpress, 2021).

That’s because when a brand looks, sounds, and feels the same across all platforms, it builds trust. On the other hand, inconsistency—using different fonts, colors, or messaging styles—can make a brand feel disorganized or unreliable.

Action step:
Conduct a quick brand audit:

• Are you using the same colors, fonts, and voice across your website, Instagram, and emails?
• Do your brand photos, social media graphics, and website all look like they belong together?
• If someone saw your Instagram post out of context, would they immediately know it’s yours?

If not, set brand guidelines—a simple document outlining your 3-5 brand colors, 2 fonts, and tone of voice—so your brand stays recognizable and cohesive everywhere.

Emotion Creates Connection

People don’t just remember what you do; they remember how you made them feel.

A Harvard Business Review study found that brands that create strong emotional connections with their audience outperform competitors in revenue growth by up to 85%. (Source: Harvard Business Review, 2016).

Why? Because emotions drive decision-making. We don’t just buy things because they’re useful—we buy things because they make us feel something.

Action step:
Think about your audience. Ask yourself:

• What emotions do I want my brand to evoke? (Ex: calm, inspired, confident, empowered)
• Do my visuals and messaging align with those emotions?
• Does my brand tell a clear, compelling story that makes people feel seen and understood?

For example, if your brand is meant to feel high-end and luxurious, but your website has bright neon colors and playful fonts, there may be a disconnect. Align your design choices with the feeling you want people to associate with your brand.

Closing Thoughts

First impressions aren’t about being perfect—they’re about being clear, consistent, and emotionally engaging.

Research shows that people decide whether to trust a brand in just a fraction of a second, and those impressions can determine whether they buy, follow, or engage with you in the future.

So today, I encourage you to:

1. Simplify your branding—Make sure people understand what you do in seconds.
2. Stay consistent—Use the same fonts, colors, and messaging everywhere.
3. Create an emotional connection—Think about how you want people to feel when they interact with your brand.

I hope today’s episode gave you fresh insight into how you’re showing up for your audience! If you found this helpful, I’d love for you to share it with a friend or leave a review. Your support means so much and helps more business owners find Brand It, Build It Podcast!

Brand It, Build It Podcast, Hosted by Kelly Zugay

Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is the best small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business. Since 2014, With Grace and Gold has provided award-winning custom brand and Showit web design and completely customizable Showit website templates for small businesses worldwide.