The rapid growth of the SaaS industry and the rise of AI has led to a crowded marketplace with numerous providers offering similar solutions. The current saturation can generate a perception of commoditization, where it becomes difficult for customers to differentiate between brands and discern which ones are credible. Products and features may appear almost the same on the surface, so the question arises:

What is the deciding factor when your prospects need to choose between your product and your competitor’s?

The one from a brand that is more human – that clearly communicates the presence of real people behind the product. 

Visual self-expression is the key to stand out with a strong personality, position your SaaS brand as an expert in the field, and immediately build trust, so that you can increase sales.

Why is visual identity so important in SaaS marketing?

Visual identity plays a crucial role in the marketing strategy of SaaS brands, and it goes beyond simply creating an appealing aesthetic.

A thoughtfully crafted visual identity enhances your user experience, making it easier for your potential customers to understand the value proposition and benefits of your SaaS product.

When you infuse a sense of humanity into your SaaS brand, that human feel lingers in the minds of your target audience. With this infusion, you can foster unwavering customer loyalty and forge lasting relationships.


Today, an emphasis on functionalities alone is no longer sufficient for achieving success with marketing your SaaS product. You need to establish a distinctive personality that resonates with your customers and reflects your core values. That’s why it’s so important to focus on evoking emotions through visuals and be thoughtful with your design choices. 

Leverage visual self-expression to communicate your unique selling propositions by conveying a sense of authenticity through your brand experience. This makes your brand appear more trustworthy.

Simplifying complex concepts

How many times have you realized your product's functionality needs to be explained even more simply?

People often hold the preconception that software development entails complex methodologies, leading them to believe that using software will be equally challenging. But if you focus on simplicity in your marketing efforts, you can make it easier for your users to immediately understand the value and benefits of your SaaS solution and increase your conversion rate in no time.

The use of visual elements simplifies and clarifies complex ideas effectively. With unique graphics, diagrams, infographics, and several other types of visuals, you can represent your product in a more digestible manner. When customers can grasp the functionality of a SaaS product through visuals, it enables them to make more informed decisions. 

Enhancing User Experience

The most remarkable pain point of user interfaces is the difficulty to navigate. This is where visual elements come into play.

By incorporating well-designed visuals, you can create intuitive and user-friendly interfaces that improve the overall user experience of your SaaS product. Visual cues, such as icons, color coding, and clear visual hierarchies, help users quickly get the functionality and use the software effortlessly.

Be sure to place the user at the center of the design process so that your customers perceive your brand as genuinely caring. This establishes a bond.

Builds trust and credibility

Building trust and credibility is a fundamental aspect of elevating a SaaS brand, and visual self-expression plays a significant role in achieving this objective. In an increasingly digital world, where face-to-face interactions are limited, the visual elements of a brand become crucial in conveying its personality.

Visual elements such as high-quality design, cohesive branding, and consistent imagery contribute to the perception of professionalism and expertise. Customers are more likely to trust a brand that invests in its visual identity, as it signifies attention to detail, commitment to excellence, and a strong brand presence. This is how you can form long-term relationships with your customers, and ultimately thrive in an increasingly competitive market.

Improves customer loyalty

When customers feel a strong connection to a brand, they are more likely to become loyal advocates and continue using your products or services. And recommend your brand to others, of course. 

Visual self-expression allows your SaaS brand to have positive interactions with your ICP. This fosters a sense of familiarity and emotional attachment.

The consistency of visual elements across your website, mobile app, and social media presence can cultivate trust and reliability as your customers understand that they can rely on your brand to consistently deliver on its promises, resulting in a cohesive brand experience.

How to effectively leverage visual self-expression to humanize your SaaS brand

Implement consistent visual branding

Consistency establishes a cohesive visual identity that customers can easily recognize and connect with.

Start by defining your brand's visual elements, such as color palette, typography, and imagery, and ensure they are consistently applied across all platforms and marketing materials.

Whether it's through relatable illustrations, authentic photography, or engaging videos, make sure your visual content tells a story your prospects want to engage with. Consistency in visual branding not only builds trust and credibility but also fosters familiarity and loyalty among customers.

Use authentic imagery

With authentic imagery, you demonstrate transparency and build credibility. Your SaaS product is original, so make sure your visual self-expression reflects that.

Use visuals that reflect your brand's personality and values, and consider incorporating design elements that are unique to your brand. Instead of relying on stock photos only, use real images of your team, office, or user generated content. Showcase the faces behind your SaaS solution to connect with your audience.

Focus on storytelling with visuals

The human brain understands visual signs faster than through words alone, so your prospects are more likely to be hooked on your product and keep engaged for longer when you utilize visual storytelling. 

Let your visuals speak volumes and tell a story that captivates your audience in every piece of content, marketing campaign, demo, and presentation. Make sure your visuals spark curiosity and communicate your brand's purpose.

Infuse humor and playfulness

You can humanize your SaaS brand by incorporating humor into your visuals. In the often serious and technical world of software, adding a touch of humor can make your brand more relatable to your target audience. Visual elements such as clever illustrations, witty captions, or playful animations can bring a lighthearted and enjoyable vibe to your brand. What could be more human than that?

8 SaaS brands known for their visually creative and humanized approaches

1. Slack

Slack employs visually appealing interface design with a clean and intuitive layout. The use of vibrant colors, clear icons, and consistent visual branding creates a pleasing experience that aligns with the brand's modern and friendly image.

2. Mailchimp

From its logo, featuring the iconic chimp mascot, to its website and platform interface, Mailchimp embraces a distinct style that reflects its brand personality.

3. Canva

Canva uses stunning and engaging graphics, videos, and animations to showcase the versatility and creativity of the platform, inspiring users to explore their own visual freedom. A perfect example of that is their Instagram presence:

4. HubSpot

The HubSpot platform features clean and intuitive design elements, making it easy for users to navigate and access various marketing and sales tools. They use visually striking imagery, infographics, and videos in their marketing efforts to increase brand awareness. Just like on their blog:

5. Dropbox

Dropbox consistently highlights the versatility and utility of its services through relatable scenes. The Dropbox Blue, The Dropbox Blue Night, Coconut, and Graphite colors serve as the core palette of their brand expression, representing trust, reliability, and professionalism.

6. Zendesk

Zendesk provides a humanized customer experience by establishing balance, simplicity, connection through interface design, customizable ticketing, visual knowledge base, marketing visuals, and interactive feedback collection. Check this out in this animated video:

7. Trello

Trello's use of cards, lists, and boards is an important way to provide users with a visually stimulating and enjoyable brand experience.

8. Shopify

Shopify embraces visual self-expression through the integration of high-quality product images, multimedia content, fresh branded designs, and engaging animated videos.

Want to skyrocket your SaaS brand through a humanized brand experience? 

With Sublight, you can easily through the noise and build trust.

Sublight is a creative agency with over 10 years helping SaaS brands reach their business goals through jaw-dropping videos and design. Our dedicated team of creatives will establish a personalized brand experience for you that gets your prospects to take action. 

Ready? Book a free discovery call with us now to find out how we can propel you towards your goals!