Innovation Blog

Visual Branding: Understanding Colors, Fonts and Visuals 

On any given day, the average person encounters around five thousand different advertisements. From traditional billboards to online ads, these brief promotional presentations bombard us so relentlessly that we usually stop registering that they’re even there. However brief or superficial our interactions with these ads may be, though, they still hold enormous power in influencing our decisions as consumers.

This is in large part due to the visual nature of our minds. We remember images much more efficiently than words, which puts added pressure on the visual representation of businesses. Font choice, color scheme, pattern and image are all great ways to capture the attention of a viewer, but each of these factors can also greatly impact their reaction and retention. This response can lead to increased brand awareness and answered calls-to-action… or lack thereof.

As a result, visual designers must do much more than just create an aesthetically pleasing graphic. They also must strategize each part of the graphic to ensure certain feelings or reactions are evoked within the viewer.

Here are a few insights into visual branding to help you evaluate your own brand’s visual identity and check if it’s conveying the right messaging to your audience.

Font choice psychology:

As mentioned, humans are naturally visual creatures, so we pay attention to the visual in its entirety—meaning not just color and image, but also font. The font(s) selected to represent your brand is essential for establishing the kind of qualities or characteristics you want your audience to associate with your brand while they read the message, information, or slogan.

Serif fonts: symbolizes authority and formality


Sans Serif fonts: normally tech-focused and considered up to date

Script fonts: Symbolizes elegance and deemed sophisticated

Color psychology:

Color should represent the brand’s services, products and personality. Each color, just like your brand, is unique and carries its own identity and associations. Therefore, color should be purposefully placed and strategically chosen to reflect the values and qualities you want your audience to perceive as inherent to your brand.

Use of images:

It goes without saying, images can make or break the success of an ad campaign or brand identity. Any visuals— like photographs, icons, drawings, graphics, and animation— should capture the attention of the viewer and enhance the message being circulated. Many times, images will be used to elicit an emotional response, thus making the memorable message influential in the consumer’s decision-making process.

Visual branding is crucial to controlling how your target audience perceives your brand—it acts as a valuable first impression to new consumers and an eye-catching reminder to reoccurring audiences. Our designers here at Babcox Media are pros at developing exciting, original visual content for our clients’ brands and would love to assist you in refining your visual brand identity today. 

Tess Lovrak is an Editorial Intern for Brake & Front End, Underhood Service, ImportCar and ShopOwner brands

Contact Tess at [email protected]

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