How do you choose the right colours and fonts for your logo, website, and other branding pieces? A lot of business owners will tell you they simply choose “what they like,” and that’s not a bad starting point.

But, if you really want to establish and maintain an identity that’s going to help you connect with customers over many years, there are a few things you should consider before making a final decision…

Go for emotion first – Every color elicits a different kind of emotion or response. Some are softer and cooler, while others feel hotter and engaging. Think about the tone you want to set (professional, exciting, soothing, etc.) and pick a colour that matches it.

Let your words tell a story – In the same way that colours convey emotion, so do fonts. Some feel more formal, while others are light and whimsical. You want something that’s easy to read at any size or zoom level, but you should also pay attention to what your fonts are “saying” outside of the text itself.

Poll your customers – Ultimately, your customers are the ones who need to respond to your branding and marketing. So, if you aren’t sure about the new look you’re going for, consider asking a few of them for their opinions.

colours matter

What’s in a colour?

Like it or not, people form opinions about your brand every day based of one simple thing: colour. In fact, colour can increase logo and brand recognition by up to 80 percent! Here are some reasons not to overlook the role of color in your branding efforts.

Colours are seen by different age groups, genders and nationalities in many ways. For instance, orange is highly accepted by young people, while people tend to dislike orange and green the older they get. Even men and women react differently to color. Females generally respond to red better than blue, while men prefer blue over red. Yellow has a higher effective value for men.

Which colours will best represent your brand? Take a look at these interesting color facts:

Red is the ultimate power colour, associated with energy, danger, strength, determination, and passion. Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick decisions.

Yellow is associated with joy, happiness, intellect, and energy. It produces a warming effect, arouses cheerfulness and stimulates mental activity. Yellow is often associated with food. Yellow is very effective for attracting attention, so use it to highlight the most important elements of your design.

Orange combines the energy of red and the happiness of yellow. It represents enthusiasm, fascination, happiness, creativity, success, and endurance. Because of its high visibility, use it to catch attention and highlight the most important elements of your design.

Green symbolizes growth, harmony, freshness, and stability. It also has strong emotional correspondence with safety. Green is the most restful colour for the human eye. Green is directly related to nature, so it is used more and more to promote “green” products.

Blue conveys trust, loyalty, wisdom, confidence, intelligence, faith, and tranquillity. It is considered beneficial to the mind and body, producing a calming effect. Blue is linked to consciousness and intellect. Dark blue is a preferred colour for corporate America.

Purple is associated with royalty. It symbolizes power, nobility, luxury and ambition. It conveys wealth and extravagance.

Black is associated with power, elegance, formality, death, strength, authority, and mystery. It gives the feeling of perspective and depth, but a black background diminishes readability.

Before deciding how to use colour in your branding decisions, make sure you have a strong sense for your brand’s identity and messaging. Think about what mood or message you want the brand to convey before settling on a color scheme. Power? Happiness? Trust? Energy?

We often turn to for color inspiration. Their beautiful color palettes are perfect tools to help our clients communicate what colours they are drawn to.

The importance of Fonts

Sometimes the font choice is obvious, a construction firm won’t be represented well by a font that looks like a calligraphy master created it. Likewise, a wedding planner probably won’t want to select a bold and boxy font. But, beyond that, selecting a font can be a little more complicated. This is where professional graphic designers are an important resource. They not only have professional experience that guides them in selecting a font, they also know, through experience, how certain fonts are perceived by a general audience.

fonts matter

Also, it’s important to note that you’re not tied to one font. If you are the wedding planner above, your name may be very embellished with curlicues all over the place, but you certainly don’t want that in your text, it’d be impossible to read. Although, you may want to consider using a font in your text that is more sweeping and graceful than say, Ariel. These fonts can work together to help establish your website’s feel and your company branding.

The entire field of graphology is based on the belief that your handwriting says a lot about your personality and character, now that the world has gone digital it’s only logical that your font says a lot about your company.

In the end, it’s going to be up to you to choose the colours and fonts that work for your company. But the right design team is going to give you options that are appropriate for your market and personality. Why not reach out to the FHML team today and let us start designing the visual presence you need?