Color: Why Does Color Matter?

Color increases brand recognition by up to 80%.

Creating an attractive color palette that appeals to your specific target markets will enhance your corporate identity. Color affects perceptions and emotions that impact decisions.

Consistency in your logo, colors, and fonts allows the marketplace to quickly and easily recognize your business. If done properly, every impression will develop credibility, trust, and top-of-mind awareness.

Fonts: A Double-Edged Sword

The number 1 font on the Web is Arial, currently used on 616,190 of the top million sites. That’s 62% of the Web.

Choosing the right fonts that are an ideal fit for your brand and appeal to your target markets can be a double-edged sword. If utilized correctly, it can reinforce your messaging. If implemented without a strategy, it can be counterproductive.

Typically the top brands use primarily two fonts that are complementary. You'll see a consistency in all of their written communications.

There's been a recent trend of mixing a handful of different fonts. Although that may work for a small niche market, it's rare to see it used with a brand that stands the test of time.

The Exception

It's always important to remain flexible and adapt, especially when it comes to a particular ad campaign. Every ad campaign can have its own identity with a tertiary color palette and font.

Corporate Identity:
The Final Word

Remember that consistency in these core elements of your corporate identity should are applicable for both digital and print communications. Consistency can strengthen your brand identity. Inconsistency can weaken it. In most cases, simplicity wins out against competitors time and time again.