How colours and fonts shape how people see your brand
By Megan Purves on 14 February 2025
Colour is one of the first things people notice and is an integral component of any successful brand.
It’s more than just a visual choice – it’s a powerful tool for communication that can evoke emotions, convey meaning, and create lasting impressions. The colours you choose for your brand communicate messages to your audience, often subconsciously, influencing how they perceive and connect with your business.
Decoding your brand’s message
+ Red: Exciting, energetic, and bold. Red stimulates the senses and can induce strong emotions, making it a go-to choice for brands aiming to capture attention quickly. It’s often associated with urgency, passion, and appetite, which is why it’s prevalent among food and entertainment companies.
+ Blue: Calm, trustworthy, and reliable. Blue creates a sense of stability and professionalism. It’s frequently chosen by tech companies, healthcare providers, and financial institutions to instil confidence and dependability.
+ Yellow: Cheerful, optimistic, and friendly. This bright, lively hue radiates warmth, positivity, and openness, making it ideal for brands that want to appear approachable and fun.
+ Green: Fresh, natural, and healthy. Often linked to growth, sustainability, and wellness, green resonates with eco-conscious audiences and brands that promote health and vitality.
+ Purple: Creative, sophisticated and dependable. Known for its ties to luxury, purple also conveys wisdom, making it a versatile choice for premium brands. It’s also frequently applied in the healthcare sector to signify quality care and evoke a sense of calm and reassurance.
+ Black: Sleek, powerful, and luxurious. Black exudes elegance, authority, and sophistication, making it popular for high-end brands aiming for exclusivity and minimalist aesthetics.
+ White: Clean, simple, and pure. White symbolises clarity and modernity, often creating a sense of space and simplicity that appeals to audiences who value transparency and minimalism.
When choosing colours, consider how they align with your brand’s personality and goals. Combinations, like primary and secondary palettes, reinforce your brand identity. Beyond aesthetics, they impact emotions, cultural interpretations, and even brand recognition. For example, red can signify love and passion in some cultures but caution or danger in others. Understanding your audience’s cultural and emotional associations with colour ensures that your branding resonates universally or within your target market.
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Typography’s role in defining your brand
Like colours, fonts communicate personality, set the tone, and evoke emotions. Choosing the most appropriate typeface strengthens your message and helps establish a visual identity that resonates with your audience.
+ Serif: Serif fonts, with small lines or extensions at the ends of characters, convey tradition, reliability, and professionalism. They are commonly utilised by law firms, financial institutions, and luxury brands looking to establish trust and authority. Examples include Times New Roman and Georgia.
+ Sans-serif: Sans-serif fonts lack these small lines, resulting in a cleaner, more modern look. They feel approachable, minimalistic, and cutting-edge, making them popular among innovative companies, lifestyle brands, and businesses with a contemporary focus. Examples include Arial and Helvetica.
+ Script: Script fonts mimic handwriting and can bring a personal, elegant, or creative feel to a brand. Depending on the style, they can convey sophistication or playfulness. Examples include Brush Script and Pacifico.
The most appropriate typeface can enhance readability, set the tone, and emphasise your brand’s personality. Whether professional, playful, or creative, fonts are crucial in how your message is perceived. Ensuring consistency across all materials is essential for strong brand recognition.
Bringing fonts and colours together
The real magic comes when fonts and colours complement each other. When combined thoughtfully, they amplify your brand’s emotional impact, whether that’s excitement, trust, or sophistication. Choosing complementary typefaces and palettes creates a cohesive, harmonious aesthetic that reinforces your key messaging and helps your brand connect with its target audience.
Strategically chosen colours and fonts can make your brand memorable and impactful. They not only define your brand’s personality but also communicate the emotions and messages you want to share with your target market.
If you’re looking for support with building your brand, our creative expertise will help you craft a compelling identity. Contact us today to get started.
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