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29 Oct 2015

What Your Typography Says About Your Brand

What Your Typography Says About Your Brand

When it comes to branding font can be as important as a logo – if not more. Typography is highly visual and can set a certain tone in the audience’s mind regarding branding design.

No matter where a font is used whether online or offline, the right typeface selection can make a brand more recognisable and project messages more effectively to a target audience. Branding is one of the most important investments a business can make, so it is important the right design elements are picked.

We give you our rundown of typography and how you can use it to make your messages stand out from the crowd for all the right reasons.

Psychology of Colours

In branding, primary colours blue, yellow, red and green are used to convey particular messages. Research tells us that colours have a different effect on each person depending on preference, context, experience, upbringing and culture/cultural differences.

Colours can affect the purchasing habits of customers. ‘Exciting red and Competent Blue’ found that different colours impact perception in different ways, ultimately generating a brand personality.

What Do Colours Mean?

The meaning of particular colours vary in definition depending on the individual, however the premise remains the same. Blue is the most accepted colour.  Seen as the colour of intellectuals, blue is used by companies who want to project an air of calm and serenity.

In comparison the colour red is seen as physical and is said to reduce analytical thinking. The colour for power, passion and courage, red immediately grabs the attention of an individual as it is still innately seen as a warning colour. Some companies like Coca-Cola use this to their advantage and draw on this in-built response to push their product.

Yellow is the colour of happiness, emotion and sub-conscious curiosity. Used to promote the feeling of being content, yellow is used by companies such as McDonalds to help enforce the feeling of joy and satisfaction.

A signifier of balance and creativity, the colour green is used not only by environmental professionals; it is also used by writers, artists and other imaginative individuals. With a recent boost in eco positivity the colour green has now been adapted by those focused on environmental friendliness.

The Meaning of Fonts

There are two types of style that most fonts can be categorised into; Serif and Sans Serif, the difference between the two is that serif font has ‘feet’ while sans-serif does not.

Serif fonts such as Cambria and Georgia are linked with being traditional, reliable and impressive- ideal for family businesses. Fonts in the sans serif family such as Arial, Helvetica and Gothic are used by businesses that are clean, modern and universal.

What does your typography say about you? Do you have any tips or suggestions for businesses looking to change what their brand says about them? Let us know on social media, we want to hear from you!

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