What should be my brand colours and fonts, is a common question I get asked often.
When choosing brand colours and fonts, it’s key to focus on both the visual impact and the message they convey about your brand.
Here are some factors to consider:
1. Brand Personality and Values
Define Your Brand Personality: Are you aiming for a friendly, approachable vibe or a more professional, serious tone?
Colours and fonts each have a personality of their own.
Think of the brands you know by colour – Home Depot or UPS, it’s likely because of the colour or font.
Reflect Your Values: For instance, a green and blue palette often suggests trust and eco-friendliness, while bold colours like red and black can convey strength and excitement.
2. Target Audience
Demographics: Consider your audience’s age, cultural background, and preferences. Younger audiences might prefer trendy, bold colours and modern fonts, while an older audience might lean towards traditional, calming tones and classic typography.
Psychology of Colours: Colours evoke emotions—blue can imply trust and stability, while yellow suggests energy and optimism. Choose colours that create the desired emotional response in your audience.
3. Legibility and Accessibility
Contrast: High contrast between colours ensures readability, especially important for accessibility. Make sure the text on your background colour is easy to read for everyone, including those with vision deficiencies.
Font Legibility: Choose fonts that are easy to read across different devices and screen sizes. Simple, clean fonts often work best for accessibility.
4. Versatility and Use Cases
Digital vs. Print: Consider how colours and fonts look on different mediums. Some colours that look great online might not print well, and some fonts may not display well at small sizes.
Consistency: Colours and fonts should be versatile enough to work in various applications—social media, website, business cards, etc.—while still maintaining brand consistency.
5. Differentiation
Stand Out in Your Industry: Research competitors and choose colours and fonts that help your brand stand out. Avoid copying similar tones or fonts to ensure your brand is memorable and distinct.
Create Unique Combinations: Sometimes, an unexpected combination of colours and fonts can set your brand apart, so explore pairings that feel both unique and aligned with your message.
6. Longevity
Trendy vs. Timeless: While it can be tempting to follow design trends, opting for colours and fonts with a lasting appeal can prevent your brand from looking outdated in just a few years.
Adaptability: Choose a palette and typeface that can grow with your brand and be easily adapted if you expand your services or audience.
7. Emotional and Psychological Associations
Warm vs. Cool Colours: Warm colours (reds, yellows) can evoke energy, passion, and warmth, while cool colours (blues, greens) are often associated with calmness, professionalism, and stability. Check out this guide for some insights.
Serif vs. Sans-Serif Fonts: Serif fonts are often seen as traditional and trustworthy, while sans-serif fonts give a modern, clean, and straightforward feel.
The key to visual brand success is to choose colours and fonts that work harmoniously to reinforce the identity and personality you want to communicate. Testing combinations and getting feedback can also help refine your choices to ensure they resonate with your audience.
Thanks to mali maeder on Pexels.com for the image.