As of recently i have been focusing a little more on the processes of what i do as an individual within my practise. You may ask, what is my practice: I am a Masters student whose aim is to shape beautiful user experiences inside and outside of the web browser.
I love bringing designs to life, experimenting with typography, using bold colours, but why do i use certain typefaces, why do i choose certain colours, how does our brains decide: what is appropriate and what is clearly not.
I have discovered that i subconsciously make all these decisions dependent on my environment, the season and influences around me. Colours hold an underlying meaning that all designers need to research to fully understand there craft.
I was asked to create a logo with the colour red, but i needed to think about the subliminal message that this colour openly communicates. Red can signify the meaning of life, passion, pain, and in February it takes on the extra meaning of Love. To me the branding was becoming meaningless, hollow and not supporting the company’s meaning, but with the correct colour it became relevant with a new strong and subconscious meaning.
Colour like Robert Mills states is an invisible communicator, we can communicate clearly through colour with very little words or icons, and the meaning is clearly purveyed. If a design needs multiple words and icons, and still doesn’t clearly communicate the message, the design isn’t working and should be rethought.
I believe colour is only one side of the equation, typography and language are also needed to help create a completely rounded and strong brand.
Typography can be underestimated, but dependent upon the business type, their target audience and the tone of voice that they choose to communicate through, all equates to the tell the companies story and identity, therefore its good to establish that the typography needs to be chosen carefully, as this relays the tone of voice that the company may hold. The correct impression needs to given to the audience and its the designers job to do this with due diligence. The designer needs to get to know the company, find out what their values are, what they stand for and then the identifying of correct typography can be decided upon a little easier, all due to the designer becoming more informed.
In all when creating branding, know the colour of the audience, focus on that significant colour and the branding will become even more exceptional. Choose the typography carefully while listening to the story and the tone of voice that is being used and with this hopefully your outcomes will be even more informed with substantial foundations and reasoning.