How to choose brand colors and fonts that fits

How to choose colors and fonts that fit your brand

With over 16 million color combinations and 100,000+ typeface options, choosing just a handful to identify your brand can be daunting. The brand colors and fonts you use for your website or marketing materials may assist the reader grasp the information and feeling your brand’s identity portrays when done correctly. Your communications may cause more harm than benefit if you choose them poorly.

Fortunately, there are a few simple recommendations that can assist.


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How Do You Select A Font For Your Brand?

Fonts classify into several categories or styles, including sans serif, slab serif, and handwritten. Serif and sans serif are the two most prevalent and extensive kinds.


Serif typefaces, such as Times New Roman, Gothic, or Georgia, are simple fonts with additional strokes on the ends of each letter. We frequently refer to them as “feet” or “tails.” Sans serif fonts, such as Arial or Calibri, lack the additional strokes and appear more clean and straightforward.

Generally, sans serif fonts convey a sleek, clean, and current appearance and feel. On the other hand, serif fonts can convey history, dependability, and tradition.

In addition to the core font categories, there are a few more important factors to consider when selecting typefaces for your brand:

Typeface Size

Make sure the font is legible in big and small sizes, especially for a mobile device.


When used as body copy in big paragraphs, a thin sans serif font might be difficult to read. Consider utilizing such styles in shorter, wider headlines to ensure readability.


It’s also crucial to preserve contrast and create a similar hierarchy when matching diverse typefaces. A good rule of thumb is to limit the number of fonts used for any particular brand to three, and doing this produces an appealing design and directs the reader through the material. For example, you’ll want to make headlines stand out from subheads and body material.


The tone of your brand and typefaces might be more subjective, so you should consider how to portray your font styles. A legal office, for example, would not be the best location to utilize a fun, curly typeface like Curlz MT or Comic Sans.

As you continue to investigate font types, use sites such as Google Fonts. Those provide many free fonts and ideas for combining different fonts.

How To Select Brand Colors

After choosing your fonts, you’ll need to pick what colors to use for each. More thought goes into that process than simply deciding which colors look well together.


Colour Psychology is a field of study in and of itself. Each hue expresses a certain emotion and may be strongly linked to personal experiences, causing people to experience specific feelings. For example, researchers have shown that the red color signals desire and can even make us hungry, so many fast food logos (i.e., Wendy’s, McDonald’s, Pizza Hut) blend red and yellow.

Many healthcare organizations utilize blue and green because blue represents stability, confidence, and trust, while green represents health, eco-friendliness, and nature. On the other hand, purple indicates royalty, riches, and refinement.


Colour has improved brand awareness by up to 80%, directly related to customer confidence.


When developing your brand, pick one prominent or primary color to utilize throughout your website and other assets. This hue is generally utilized when you want your audience to pay attention or take action. The following step is to select secondary and tertiary accent colors, emphasizing more information and creating visual appeal. Like typefaces, it’s vital to keep the number of colors you use to a minimum to prevent confusing or overwhelming the audience.


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Mostly branding is about consistency, and it’s about using the same typefaces and colors throughout your marketing materials. Keep in mind the tone and image you want to project, and make judgments that will help the brand grow in the long run.