Displaying items by tag: Fonts

Thursday, 12 September 2019 14:53

How to choose the right font for your brand

Building an effective brand identity is not always an easy task. Your logo design, brand messaging, brand colours, and brand fonts should all come together to tell the story of your brand.

Published in Branding
Thursday, 15 November 2018 11:47

How does great graphic design work?

Graphic design is something that can heavily influence the make or break of a business. The design of a brand identity, marketing materials or packaging is the first impression your customer has of your business and so is at the forefront of any brand. Here, I’ll be explaining how design can really have an impact and influence on consumer behaviour.

Good design will look amazing, but great design will make the user feel connected to your business and/or products. Your design may look fantastic, but it has to portray what you are trying to tell your audience. Graphic design has changed tremendously over the years, but nowadays, it's about simplicity and minimalism, having fewer elements in the design and making sure just the key information is available. The graphic styles and themes used in design influences the type of audience you attract as well - if you're a joke shop, it might be best to use bright colours and a funky graphic style with humour involved. But this definitely wouldn't work for a bank! A professional and more corporate image would be needed here.

Design isn’t just about how it looks, it’s about how it speaks to your audience and what effect it has on them. Think of Steve Jobs’ famous quote, “Design is not just what it looks like and feels like. Design is how it works.” - we believe in this so much, that we have it framed on our wall! At Infiniti Graphics we always aim to understand who you are and what your business is about, rather than just what you want us to design. As designers, it is our job to create the best graphics possible for your business and your audience. Check out our design brief for an insight into the questions we ask.

 

Color Psychology

Colours have an strong effect on your audience. Did you know that the colour red is used in the fast food chain industry because it encourages us to eat up and leave quicker? Different colours have different meanings and you need to discover and use the colours that represent you as a business, as well as your values.

An example of good colour choice, is Pantone 2685C. If this means nothing to you, then maybe if I mention chocolate giant Cadbury, you may have an idea? It’s the Cadbury purple! Now, this colour wasn’t just plucked out of thin air by the designer, it was thoroughly thought through and the outcome is what everybody recognises as Cadbury chocolate.

Purple is often associated with creativity and imagination, as well as extravagance, royalty, mystery and luxury - all words we can associate with chocolate. Cadbury recently even fought off a competitor who wanted to use the colour Pantone 2685C, showing how strong a reference this colour has to the Cadbury brand identity.

 

Imagery

The images that you choose to use in your designs can have a huge impact on what your audience remembers you for, or if they even remember you at all! An example of great use of imagery is on the front cover of the IKEA catalogue.

This design takes months to come p with... literally nine whole months of the year! Creative designer, Sara Blomquist, put everything she had into brainstorming, conceptualising and creating the cover image above for IKEA’s 2018 catalogue. The image helps to make it look homely, stylish, but most importantly, lived in. After the catalogue is released each year, a surge in sales always occurs, which shows that great graphic design leads to sales. If you don't have nine months to prepare one image (don’t worry, we don’t either!) then check out our blog post on what you need to know about using stock images.

 

The Font

One of the first things you will recognise in any design is the font type and style. Yes, you could argue that you see the colours first, but the font can dictate where the colour is applied. For example, when you see the McDonald’s logo, you may think you see the red and yellow colours of the branding first, but the font used creates the shape of an ‘M’ - the Golden Arches - which McDonald’s is highly recognisable for. 

The shapes and lines of the font choice used in design are just as vital as the colour choice, as they also portray emotion and sometimes even a message. Using a curved font can portray a relaxed, calm and friendly or playful design, whereas using a font with sharp corners will give a more intense, bold and serious feel.

Graphic design takes far more than selecting the colours, imagery and fonts that look nice. Careful consideration of these elements is needed to produce specific desired effects. This means that a strong understanding of the psychology of colour, use of imagery and font styles - and knowing how to use them correctly - is the core to successful graphic design.

If you get all of these elements correct, then the overall design will achieve the emotive appeal that you are wanting your audience to identify with.

 

If you’d like to discuss a project with us, drop us a line on This email address is being protected from spambots. You need JavaScript enabled to view it. or call us on 01353 882111. You can also find out more information on our services here

 

 

Published in Graphic design

How exciting. You have a social media page live on the interwebs and people are going to flock to it to get the lowdown on you and your business. You can now engage with your audience and widen your company reach. Congratulations!

Unfortunately, people aren’t going to automatically come to your social media page without being taken there from your posts. It is important to be consistent online, sharing useful and sometimes entertaining post to make that happen. You can do it, take it slowly.

BUT there are a few things you can do yourself to help your visitors take notice and hopefully act on, like –

  • find out more on your page

  • visit your website

  • email you, or

  • call you to arrange a meeting.

Here are five practical things you can do to make your social media page eye-catching and effective:

1. Make sure your image sizes are correct

If your header and profile images on your Facebook, Twitter and LinkedIn are poor quality or are the wrong size for the space, it will make your business look unprofessional and visitors may look elsewhere.  

Check out this simple, yet detailed guide from Sprout Social that is regularly updated with the correct header and profile image sizes for all the main social media websites.

If you are looking deeper into Facebook, have a look at Neil Patel’s guide to creating great cover photos.

 

2. Source or create original images

If you’re a regular website and social media surfer, you will have seen a number of stock images used over and over again by many different businesses. It can get boring and visitors can get ‘stock photo fatigue’.

Creating original, branded images for social media will grab people’s attention and engage them more with your post, page and articles. You can make these yourself using Canva or you can get a professional to help you ?

 

3. Be bold with fonts and colours

Your brand may have an original and professional main font you use in your business which talks your industry talk. On social media, your (and your business’s) personality is conveyed through your communications, which includes the fonts and colours you use in images and photos.

Don’t be afraid to try new and bold styles to attract attention. Of course, fonts and colours shouldn’t be a complete departure from your brand (step away from Comic Sans, I’m watching you), but an extension of it with a more personable style. Perhaps a handwriting font would work, perhaps not. Have a play with your styles and ask your closest clients for their opinions on what works for them.

 

4. Create custom illustrations

If you really want to stand out, get an experienced illustrator or designer to create some original images for you to use on social media. These could be caricatures of you and your staff, processes, explainers, events or anything original and eye-catching you have been inspired by on your social media timelines.

Fun and interesting illustrations promoting your business will get more clicks, but the important thing here is to provide a full and detailed brief to your designer, so you’re both literally and figuratively, on the same page. Talk with them about what your objectives are and that will help you get the imagery you need.

 

5. Use GIFs in your posts

GIFs have been doing the rounds online for a few years now. You cannot avoid seeing them all over Facebook, Twitter and Tumblr. But they do make you stop and watch,  more often than just text or photo only posts. Most are funny and some informative, but provide a great tool to show the more human side of you and your business.

There are great tips on this page on how you can make your own GIFs.

You can do all of these things yourself and they shouldn’t take too much time, but if you’re not a budding designer or you don’t know your RGBs from your CMYKs, then we can help you. We can create Facebook, Twitter and LinkedIn cover images, social media images or striking illustrations. We can help you choose the colours and fonts that are the most appropriate for your business on social networks.

 

Get in touch with us if any of that is of interest to you.

 

Published in Digital Marketing
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