The brand look helps to project the brand personality.
Larry King was one of the most popular TV and radio hosts of our time. Apart from his voice and the punch in his interviews, his dress and grooming elevated him. He consistently wore suspenders for the most part of his life. Even with his face blurred out, you knew Larry was the one.
How does your brand look? Elegant or wretched?
A cliché warns us not to judge a book by its cover.
But I disagree. Appearance helps us to formulate our views or perceptions of people. From someone’s look, you could tell whether they’re careful or careless.
Hand your business card to a stranger, and she could deduce how you do business.
More important, consumers make buying decisions based on what they see. That’s why brands worldwide spend millions on packaging design every year.
Various elements make the brand look; logo, colours, typography and other graphic elements.
LOGO. This is a symbol or graphic icon that represents a business. This seemingly little symbol speaks on behalf of a brand.
Keep it super simple so it can be easily identified and adapt to different touchpoints. A well-designed logo lifts up the image of a brand.
COLOUR. Colours play a crucial role in visual design. A source says about 84% of consumers are influenced by colour. There’s a psychology behind colours.
For example, Yellow projects youthfulness and excitement while black is for elegance and sophistication. Research colours and choose what sits well with your brand personality.
TYPOGRAPHY. Fonts and arrangements of letters make up the typography. Like colours, typefaces are developed with varying forms and personalities.
Creative fonts work well with brands that are fun and casual. When designing your brand materials employ fonts to create hierarchy.
Above all, the fonts you use must be readable. After all, that’s the essence of visual communication.