Deciding on a set of colours and fonts is an essential part of developing a brand’s identity, because they will be applied across every form of design created; business cards, magazine pages, merchandise, websites etc.
Having an understanding of how certain colours and fonts make consumers feel, and whether those colours represent your brand well, is essential as it can affect your brand’s popularity and perception.
Some questions to consider are: Is the font easy to read at different sizes and on a variety of platforms? Do the colours look peaceful to the eye or do they clash? Is there a reason for this?
Science of colour
No matter how hard we try, we tend to automatically associate certain colours with particular feelings, emotions or ideas. For example…
This is notoriously the colour of anger and danger, but also warmth and passion and since it’s also scientifically proven to increase your heart rate and raise your blood pressure, it’s a bold choice to use it in your branding extensively. On the high street, it is often used to suggest something inexpensive such as fast-food or sales, however, different tones of red can suggest a provoke a variety of emotions and responses.
Studies suggest that green is an emotionally positive colour, signifying things like growth, acceleration and nature. This often represents stability and endurance for a brand, and when taken to the extreme it can be a colour of wealth and luxury.
Blue is a cool, clear colour which has a trustworthy, dependable feel, and is often the colour of choice for financial or corporate businesses as a result.
Consider how these make you feel and why:
In conclusion, mixing colour, science and emotion can be tricky and while science is teaching us more every day, it’s also opening up more questions about how we see and feel about color. It is likely that personal preference, experiences, upbringing, cultural differences, and context can muddy the effect individual colors have on your audience, so there is always some leeway when making a decision. The key is to do your research, ask a professional designer and/or look at your competitors to help you to make a decision. Don’t be afraid to be bold, but it is worth taking these suggestions into consideration in order to be taken seriously as a brand.
Your font choice adds value to your text; it helps readers to perceive the information correctly, so can prove to be vital for attracting your intended target audience whilst getting the meaning and tone across. For example, curly, rounded or script can look childish or feminine, serif fonts can look very corporate, and block text tends to look masculine and bold. Pairing fonts is also a good idea; one with a personality that reflects your business – for logos and headlines, and one that is quite simple to balance out the first – used for blocks of text for easier readability.
For example, the cards below all say the same thing, but reflect a different tone and feel. Number 1 would be considered quite soft and personable, because the flowing font used for ‘hello’ looks almost hand-written. Number 2 is more bold and simple, so could be used for quite modern and youthful brand. Number 3 uses a serif font often associated with corporate brands and number 4 looks like a marker pen with rounded edges, making it look quite childish and informal.
Below is another great example from The Poke displaying how important fonts are, so try not to get it wrong!