In the Age of Information, a brand’s vision is only as powerful as the content representing it.

Within the realm of user experience, casual online visitors are tasked with deciphering several layers of messaging, ranging from social media platforms to paid advertising to descriptive text, to help them make educated decisions about whether or not a brand clicks with their objectives.

The journey to understanding is an uphill battle that’s only becoming steeper, with diminishing user attention spans a well-documented reality. An assortment of user personas leaves consumers processing different information in all kinds of ways. With face-to-face engagement opportunities largely decimated this year, such as for industries like QSR or hospitality, the impact and brevity of digital channels are certainly under a microscope.

A unified website can be relied upon as a trusted source of brand clarity, carrying an element of permanence that’s built to reflect a core vision. Ultimately, to convert users, clear articulation of a mission and purpose is what matters. Alas, the importance of wireframing cannot be underestimated.

Wireframing (or “prototyping”) is a visual representation of an interface that communicates structure, content and functionality. This skeleton format is a foundation for storytelling and a means for assessing ways in which users will journey through a website. Wireframing is used in the early stages of web design to establish the basic page structure before visual elements are added. Wireframing is collecting the best information a brand has to offer and organizing it in a way that will resonate with users.

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The wireframing process can happen through specific methods like Mood Boards and Affinity Diagrams. Ultimately, these methods are all about bundling and grouping information.

Meaningful brand strategies are built upon an assortment of data and communication of this data back to consumers. Wireframing is a step in the right direction.

Recalibrate how users are able to digest content, whether informational or visual. It’s no secret that the tangible components of a brand’s digital channels are irreplaceable. Preserve the power of your content and lean on wireframing to take your brand to the next level.