Selecting the Right Font:

Whenever texts are included as part of a design, choosing the right typography (a.k.a font) will be essential. Apart from providing consumers with unique content, fonts are an incredible added design element that can be used to enhance your specified brand identity. It has the power to help you express who you truly are as a brand to your target consumers.

Along with colors, shapes, and symbols, fonts are one of the main design elements that creatives and designers must consider when establishing a brand’s visual identity. When it comes to your logo and packaging design, for example, you will have much more room to play around with different fonts to find the one that is the perfect match for your brand. You are allowed to be as creative as you want. 

Many companies today tend to make use of fun and fonts to add more personality to their brand. Oftentimes, these fonts will belong to the ‘decorative’ style of fonts, so if you are looking to add a unique twist to your brand’s visuals, do not be afraid to experiment with these types of fonts.

However, if you aim to go for a classic, smart, or luxurious type of brand personality, you should always go for fonts that belong to the serif, sans-serif, or script style of fonts. 

For copy texts, such as packaging descriptions, online newsletters, or web content, legibility will always be key. So, to prevent your readers from getting a visual headache, a basic font should always be selected for these purposes. Serif and sans-serif fonts are always the safest choices to go for in regards to copy texts. 

Keep in mind that whichever type of font you end up choosing, make sure that they remain representative of your identity as this will help strengthen your overall brand.

Selecting the Right Colors:

Apart from selecting the right fonts, designing a brand’s visual identity will involve the careful process of selecting the right color(s) and shade(s) that will not only be defining of the brand itself, but also the type of product or service being sold. If done right, this could result in a unique and powerful brand identity that will allow target consumers to resonate with the company on a deeper level.  

assorted-color pencil

According to color psychology, colors can affect the human brain in ways that result in us associating different colors to different emotions and feelings. Hence, the choice of color used for any of your brand’s visuals or marketing material will act as a significant determinant of consumers’ impression of your company.

Color associations may also vary between cultures, and while it isn’t necessary to go incredibly in-depth with color theory if you are someone who does not work within design-related fields, developing a basic understanding of it can be very helpful when it comes to branding.

Color Meanings & Symbolism:

The following list shows the main emotions associated with each particular color:

  • Red: Love, romance, ambition, energy
  • Yellow: Happiness, laughter, cheery, optimism
  • Blue: Calmness, serenity, wisdom, loyalty
  • Green: Natural, health, growth, tranquility
  • Orange: Energetic, excitement, enthusiasm, wealth prosperity
  • Pink: Romance, love, gentle, calming
  • Purple: Royalty, exotic, wealth, sophistication
  • Brown: Reliability, stability, friendship, warmth
  • Black: Power, intelligence, strength, luxury
  • White: Purity, innocence, cleanliness, neutrality

Have another view, an anecdote that you would like to share, or just a question for the author? Feel free to comment below!

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