Communication is made of of verbal and non-verbal cues. If how you say something or how you present your idea doesn’t match the way you intend to communicate, then there will be a serious disconnect.
color
Whether we realize it or not, color has a major impact on how we perceive messages. Vibrant colors, such as red or yellow, can be perceived as bold and forthright, whereas creams and neutral tones tend to represent relaxation or luxury. A brand may have 3-5 colors that are used consistently throughout the design.
emotion and familiarity.
Just like humans, color can be complex. For instance, Yellow could be an indicator of happiness and hope, or it can be an indicator of anxiety. It’s very dependent on the context it is given, such as thickness of lines, typefaces used, and imagery it is combined with.
Not only does color tie us to emotion, but certain colors are associated with familiarity. Green, emotionally, may be associated with life. However, you might also think of money. Depending on the vibrancy of pink, you may think of a baby girl or you may associate it with 90s sitcoms. As you curate a brand, you can use both familiarity and emotion to create a color palette that matches the brand.
Example of brands and color:
Holdfast Gear uses stark white, gray, charcoal, and brown in their branding. They sell handcrafted leather works. The lighter colors contrast each other for a semi-luxury aesthetic, whereas the brown brings both familiarity (leather) and emotion (rugged) into its curated brand.
texture
Using texture can create a visual or tactile connection how a brand is perceived. It can help to emphasize qualities such as luxury, craftsmanship, or sustainability. Texture can also evoke an emotion or feeling associated with the brand. By using textures that are associated with the brand values, it helps to create a stronger connection and more memorable experience for customers.
Example of texture:
Apple’s logo is minimalistic and unadorned, yet the subtle texture of their product packaging and website helps to create an experience of luxury and sophistication.
The use of texture, such as their signature brushed aluminum, conveys their commitment to quality and craftsmanship. This helps to create an overall impression of a modern, sleek brand that is timeless and reliable. Texture helps to create an identity for a brand that is consistent across all platforms, making it easier for customers to recognize and remember a brand.
imagery
Laughing people means a happy brand, right? Maybe. However, what if in the center of the group of people laughing, there was a photo of a woman who was crying and it was paired with blue colors, this might be a brand to represent how one feels with depression.
Subtle ways to align images with your brand include:
- Highlighting brand colors
- Using copy that speaks to who you help
- Pairing look aesthetic with key phrases you want your brand to be perceived as
Example of Imagery
Nathan and Zoey are wedding photographers in Dallas, TX. Most photographers in their market would immediately say their photos are “light and airy.” However, this is just an edit. Their brand statement is “images that show life.”
In doing so, the photos they show have “life” to them. Not every photo is perfect, but that’s symbolic of life. No life is perfect, and life is full of feeling, movement, and sharing moments with other humans.
typography
Typography is an important part of creating an identity for a brand. The font choices you make can have a big impact on how your brand is perceived. For example, a modern sans serif font can give off a sleek, modern feel, while a classic serif font can create an impression of tradition and timelessness.
A playful script font can help to evoke a sense of fun and excitement, and a bold, all-caps font can be a great way to convey strength and confidence. By carefully selecting the right font, you can create an identity that resonates with your customer base and conveys your core values.
