You’ve got gorgeous pieces, and buyers will line up at the sight of them on your website — if only you could get out of the tedious CTA writing weeds long enough to get your Shopify store up and going!
I know it’s hard to transition your tired brain to focus something else to do, so to help you out, I’ve made you this quick-and-dirty guide to the basics of visual brand building with colors and fonts!
And in order to accomplish this, you *must* do a few key things when choosing your colors and fonts:
- KISS – Yup, you know it. Keep It Simple, Silly! Select only 3-4 total colors for your scheme – 2 primaries and 1 to 2 accents. Don’t overwhelm your clients with a multitude of colors to have to remember.
Select a set of 2 similar-toned colors that will primarily represent your brand and either 1 or 2 contrasting colors that act as accents to “pop-out” against your primary brand colors.
- Stay Consistent – This needs to be said. Use the brand colors that you’ve consciously selected over-and-over again. Use them in all of your marketing. Don’t stray. When clients see these colors, they should think of you. When they think of you, they should envision your colors.
- Typeface or Face the Music – Ok, so you’re not in mortal danger if you don’t select the right font for your marketing, — but you *are* in danger of killing off your brand if your font evokes all the wrong emotions in your clientele!
You’ve selected your company’s aesthetic and the colors that evoke that consistent feeling of insert-set-of-emotions that you’ve decided you want your clients to feel when they see your marketing, so how’s about pickin’ what you want the words on your website and printed material to look like? Here are the simple few rules to follow:
- Pick your primary font, secondary font, and body copy font. The primary font is what you use to write your big, bold headlines and in. The secondary font supports the primary font, but also contrasts with it! The secondary font is used for subtitles and sub-headings in your text. The body copy font is what you write the meat of the text in. All three fonts should contrast with each other to a degree, but also support each other in getting your brand message across! Just like colors, consistent messaging is key!
- Have fun with your fonts, but please make sure that your fonts are clear and legible! Do NOT, I repeat, DO NOT select fonts that blur the eyes and make the reader feel tired or drowsy after struggling through reading your text! Tired readers is a very good strategy to not sell stuff!
- The fonts you select should definitely express your unique style, but select some that are also a bit timeless. Don’t pick fonts that remind clients of unhappy or “bleh” times in their life — like, college final exams, filing taxes, or getting a parking ticket! Instead, use fonts that evoke feelings of confidence, serenity, or other adjectives that are generally pleasant in emotion form!
- I don’t care how much you love NASCAR, do NOT select fonts that too closely resemble another brand! Look, we’re all subconsciously influenced by our environment — shoulders of giants and all that — but, don’t invite copycat rumors, or worse — legal trouble by picking colors and/or fonts that resemble a low-key rip off of another business’s brand presence.
There, now you have it! A quick, effective guide to the art and science of color branding and font selection that will make sure the world loves — and remembers your brand!
You’re an artist, I know you’ve already got the talent to make your brand a success, so in the words of Nike — Just Do It!
Please click here for your very own Brand Mood Board!