As a graphic design student in college, one of my required classes was “Color and Typography”. These two elements may seem totally random and if you’re not a designer, you might think we’re just choosing certain fonts or colors because they “look pretty”.
Although, yes, we do want them to look pretty, there’s also a reason behind each color and font. As I mainly focus on brand design, I’ll be talking about these factors as they relate to branding. Before we go any further, I do have to tell you that instead of the word “font”, I’ll mostly be using “typeface” and that to most people they’re the exact same thing. I’ll get into the difference in another blog post later on, though.
Anyway, color and typography actually have a huge influence over how people perceive your brand. A well-taught or well-learned graphic designer should know this, especially if they’re helping you establish your brand identity. They should be able to (and will readily) explain their choices to you and why it makes sense that their choices would appeal to your target audience.
Let’s start with color. We may have all heard that color actually plays a huge role in how we view different things. Whether it’s out in nature or something man-made. Something that might influence us in nature would be a brightly-colored snake. Usually, we know those are the very dangerous ones. And maybe it’s just me, but I’ve always heard that the reason McDonald’s uses red as their main color in their branding is because the color red stimulates the hunger response in our brains.
Whether we know it or not, color influences our choices. When you’re new to the business world or even just thinking about starting up an entrepreneurial venture, you want to make sure you’re utilizing the right colors to elice the right response from your clients.
Typography also influences us, but in totally different ways. The style typeface you use can impact a consumer’s ability and speed of reading as well as the design hierarchy which prioritizes the importance of each line of your copy. Whether it be a logo or a flyer, typography can really make or break your marketing endeavors because of how your clients perceive it.
If you want to learn more about the elements of color and typography you can check out the other blog posts in my “Color & Typography” series.