How do you cut through the noise when your audience is, on average, exposed to around 5,000 ads every day? How do you make your brand heard when the digital landscape is more chaotic than Sephora on Boxing Day?
Here are 3 points to consider:
1. Font matters.
I once had a design teacher who was a bit of a typography fanatic. She refused to mark work that had been submitted in Myriad Pro because she thought picking the right font was the least a person could do. She forced us to watch Helvetica the movie, and it became apparent that people really do respond to a good font and, without it, your brand identity suffers.
Choosing the wrong font will also make your brand look dated, it can misrepresent who you are and straight up make you invisible.
2. Colour is emotional.
When you’re running a business, you want people to have the same connection to your brand that you do. Whilst it may seem trivial, hue, tone, tint and shade are really that important to your business. There is so much psychology behind why different colours make us feel a certain way. Studies have shown that colour has an impact on long term memory performance, and the choice of colour dictates how it effects memory.
Cadbury, for example, have spent decades fighting for their right to trademark their signature purple that has featured on their products since 1905, because they understand how essential this exact colour is to their overall identity. Perhaps the best instance of a brand’s colour recognition is ‘Tiffany Blue’, a globally recognised shade which has been adopted into the common lexicon. Colour = your brand identity.
3. Is your brand HUMAN enough?
In recent years, there has been a noticeable shift to a more natural form of communication from brands to their audience. It is sometimes referred to as the ‘Human Factor’ and it is proven to be effective in making a brand appear more approachable, memorable and relatable. This approach needs to extend to your visual identity as well.
As a species, humans inherently feel the need to connect and your brand should be considered a living, breathing entity. Clever and considered design should tell your story and compel the viewer to want to follow your journey, understand your people and ultimately buy your product or service. Real and organic design has a massive impact on the success of your business.
‘Good design’ works hard for your brand. It tells the world how great you are after you’ve done all the leg work, and it doesn’t sleep. It’s the pretty face of the long days and sleepless nights, and it makes the world know you’re a contender.