Image and conversion: how valuable are corporate font, logo and website colors in turninguser into lead and lead into customer?
In this article we want to delve into something as light at first glance asweb design aesthetics. In fact, you will find thatimage weighs a lot and that, on the Internet, a large part of the success of your business depends – even – on small strategic choices.
So, it’s time to think out of the box and put on your creativity hat!
Corporate colors and fonts: do they really matter or not?
The heart of a company is communicated by many more or less blatant elements.
Among the most obvious ones are:
- the colors
- the corporate font
Usually, these are also adapted and applied in the logo, website design and printed media of official communication.
Aesthetic impact is crucial to the process that leads the user to evaluate whether a brand is worthy of his or her attention.
In a matter of seconds, the person decides whether to follow, support, and eventually buy that brand and bases much of his or her judgment on visual elements.
The stimulus of sight is therefore of primary importance in online shopping, where it lacks the involvement of other senses, which are present in traditional-type retail.
That’s why we talk about colors and fonts as key identifying elements. They can affect the user experience and play to your advantage in building brand awareness, i.e., the consideration of you by web surfers.
To demonstrate the importance of corporate colors and fonts within a communication strategy, we suggest you take a look at the most iconic logos in the history of corporate marketing.
What do brands such as Adidas, Amazon, Google, McDonald’s and Nike teach us?
They teach us that thinking simple, for example by playing with primary colors and a single graphic sign, can be enough to stand out from the competition and allow your brand to become recognized and recognizable.
Corporate colors: the palette of emotions
Since colors affect our purchase decision, let’s do a quick roundup on the meaning of the main ones: here are what emotions and stimuli colors are able to stir.
- Red: warm and energetic color, associated with the most primitive and strongest emotions. In marketing it is used to attract attention.
- Blue: a cool, calming color, like water. It promotes a mental reaction of calm and is used by brands seeking to promote an image of reliability.
- Yellow: Like red it is a warm color that awakens attention (have you noticed that many warning signs are yellow?). This characteristic makes it particularly attractive in communication strategies, especially when appropriately contrasted with a more neutral color.
- Green: associated with nature, it is used both by brands espousing a green and environmentally sustainable philosophy and by brands involved in financial activities. Why? The sense of growth and rebirth is also understood as increased income.
- Black: refinement and control are sensations associated with black. A powerful color to be dosed with care and capable of creating important contrasts designed to facilitate usability and readability.
- White: like black, it is the quintessential color to achieve the contrast effect and to highlight the empty and full, spaces and contents.
Corporate font: what it is and how to choose it
With the term font we refer to the type of font and style of letters used in text composition.
Technically, a font is a file that is installed on the word processing or page layout program and that allows it to reproduce writing with specific characteristics.
Here are a couple of basics to get you started in mastering the wonderful world of typefaces.
Font san serif and font serif
Fonts are divided into two macro categories:
- font sans serif
- serif font.
The former, widely used in web communication, do not have those decorations, added to the top and/or bottom of the lines, characteristic of the latter.
Psychology of typefaces
Do you prefer your corporate font to have a lighthearted, youthful air or rather classic?
Digital typefaces can influence people’s moods, and marketers use this peculiarity to their advantage.
Examine the fonts you like and try to fix feelings and thoughts evoked by them-your reactions will help determine the best font for your business.
Corporate font and color: how to choose the right ones for your business?
Let’s now see what to look out for when choosing the right fonts and corporate colors for conversion.
- Consistency: the first assessment to make is to place each element within the brand’s communication strategy.
Fonts and colors must be consistent with the brand image, representing its values and specifics.
Your business sector and target audience play a crucial role in the choice. - Optimization: in every aspect of web design, the imperative is to make each and every piece of content optimized for mobile devices.
The wording, headlines, slogans, and text must be readable in mobile viewing. Otherwise, all the hard work of design will have been in vain.
Isola di Comunicazione: experts in beauty that works
Are you rethinking your corporate font and website color ideas? Are you looking for professionals in strategic marketing consulting with whom you can compare yourself?
We of Isola di Comunicazione, creative agency and graphic design studio in Milan, we constantly keep abreast of the latest web design trends, because it is part of our job to know what beautiful and innovative innovations, in the digital world, can work for our clients.
If you are looking for a team of professionals for website restyling, for the creation of logos and for improving the performance of your digital activities with an eye to aesthetics, don’t hesitate: contact us without obligation and tell us about your project!
