Food for thought

How Typography and Color Influences Your Audience

By January 23, 2019 No Comments

“Little raindrops make a mighty ocean…”

Color and typography of your brand or website have an important role to play in how your audience responds. These are the little drops that make a mighty ocean as relating to creating a great brand representation.

According to Wikipedia, “Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed.”

No matter what you have to offer, it’s your typography and choice of colors that makes your website and branding appealing enough to attract your audience…

The objective here is to communicate your brand’s personality, influence how your visitors feel when they land on your site, and capture their attention and guide them through understanding and taking the decisions you want them to take.

How To Use This Tools to Showcase Your Brand’s Personality

Just as it was/is a norm to use a person’s handwriting to judge his/her personality, your fonts and color decision express your brand’s personality. They say a lot about your brand, so when choosing, think carefully.

For instance

More than one font can go on your design at a time, but be careful;

  • Not all go together
  • Do not pick too many, picking too many will make your page look unkempt.
  • Again your format makes your pages easy to read or not, make your page too crowded and messy or not.

Some categorized fonts and what they entail

  • Serif fonts, such as Times New Roman, Baskerville, and Georgia, have decorative lines (serifs) at the end of each character. They’re associated with tradition, elegance, authority, reliability, and respectability.
  • Sans serif fonts, such as Helvetica, Arial, Museo Sans Rounded, and Verdana, don’t have the decorative lines. They’re seen as being clean, modern, objective, and stable.
  • Script fonts, like Lucinda, Lobster, and Brush Script, are based on the flow of handwriting. They’re used to convey a sense of elegance, creativity, and friendliness.
  • Slab fonts, including Courier, Bevan, Aracher, and Rockwell, are characterized by bold serifs. Use them if you want to appear bold, strong, or expressive in your business.
  • Modern fonts, like Futura, Politica, and Eurostyle, are chic, stylish, and used to portray a sense of progressiveness and intelligence.


Do not color outside the line…

Imagine a world colored black and white, with no emotions, no peculiarity attached to objects, everything will be so bare. There lies the importance of colors, they add attributes and emotions to things.

I’m sure we’ve all heard this clause time and time again while learning to color as a kid. ‘Do not color outside the line’ is a summary of everything coloring and branding has to say.

Knowing the basic concepts of color can be a guide on how to use colors for proper branding:

  • Complementation: This is how we see colors in terms of their relationship to other colors. There are a number of different ways to bring colors together that make a design appealing to your viewers. For instance: the Opposite colors on the color wheel – such as red and green, or purple and yellow – are complementary. They create a strong contrast, which results in a balance that can draw a user’s attention and help to build specific energy. Split complementary, or compound color schemes give designers more wiggle room. Using two colors from each opposing end of the color wheel still provides contrast, but one that’s a little softer.
  • Contrast: How we use colors to reduce eyestrain and focus users’ attention to certain elements on a page. Contrast is the area of color theory with the biggest impact on the usability of a website. It refers to the level of clarity between two objects on a page, most notably between text and background color. Low contrast may look beautiful and harmonious, but it’s much harder to read, especially if you have a sight disability or are using a mobile device outside on a sunny day. The safest choice is a dark color on a light background, or vice versa, although try to avoid using pure black – in real life, it’s rarely seen and you want to reflect real-world believability. If you’re working with a light background, opt for a dark grey, or a deep blue, green, purple, etc. for your text instead.
  • Vibrancy: How we use color to influence the emotions of users or attract a specific target market. The vibrancy of the colors you choose has a profound effect on your users’ emotions. Of course, sometimes your colors are dictated by the logo or wider branding material of the business or organization. Or you’re targeting a particular community where certain colors hold certain associations. For example, in China red symbolizes prosperity and happiness. So which colors should you choose to evoke a certain emotion from your audience? Here’s a quick

Warm colors: Red, orange, and yellow

  • Red: A hot-stimulating color, symbolizing love, passion, and power. Also associated with anger and danger. Outside the Western world, it stands for prosperity and happiness in China, it is the color for brides in eastern cultures, and it is used to signify communism.
  • Orange: Less overwhelming than red, orange is a cheerful color that evokes joy and happiness and is regarded as friendly. Due to its association with the changing seasons, it can be used to symbolize movement.
  • Yellow: The brightest color and often considered the most energizing. Associated with joy, happiness, sunshine, and intelligence, it’s a positive, optimistic color. Unless you’re in Egypt where it’s the color of mourning.

Cool colors: Green, blue, and purple

  • Green: Bridging the gap between warm and cool colors, green symbolizes nature and has a healing quality, therefore it has a lot of positive connotations. It’s also used for growth, harmony, and the environment.
  • Blue: A very dependable color, blue signifies stability, expertise, and trust. It’s a calming color, though the exact hue varies its meaning, with darker tones used for corporate website and light blues for friendly, open sites, such as social media.
  • Purple: Traditionally the color of royalty, dark shades signify sophistication, wealth, and luxury, while the lighter hues represent spring and romance. Also used for creativity, imagination, and spirituality, it has different meanings around the world, such as Thailand where it’s the traditional mourning color for widows.

Neutral colors: Black, white, grey, and brown

Neutral colors are mainly used for backgrounds and are often accented with brighter colors that provide a real impact on the page. They do, however, hold their own associations:

  • Black: Wealth, power, elegance, sophistication, death.
  • White: Purity, innocence, freshness, cleanliness.
  • Grey: Tradition, calmness, conservatism, somberness.
  • Brown: Earthiness, dependability, reliability.

In Summary

The colors you choose for a website give it meaning, without the need for any descriptive words. They provide an initial, instant impact for your users. So choosing the right colors is crucial to capturing the right emotions and mood, otherwise, you’ll see a high bounce rate as users navigate away believing the site to be untrustworthy or unprofessional. But get your combinations right, and they’ll influence the entire design, from the tone, style, and emotions for your website and branding.



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