ep blog image

The Importance of Colour and Typography in Design

Designing, unlike what most people think, involves a great deal of strategy. Understanding all the necessary elements that need to be considered, making sure they are seamlessly melded with others which highlight the message intended. Be it product designing, package designing, or even designing a simple brochure or logo, making sure you have your color and typography in order is half the battle won.

Designing something is the act of creating a product that will be appealing to not only the client, and the group of individuals that are familiar with it, but also attract those that have had no past association with it. This involves a keen sense of color and proportion on the part of the designer because a shade lighter or darker can make all the difference in the world to the end result.

Understanding the importance of color and typography in design also has a lot to do with understanding the psychology of the consumer you are dealing with. For example, using dark shades of brown and yellow won’t go down too well when designing for a bathroom fixture catalog. In the same way typography can make or break the message the design is hoping to convey. Finding the correct fonts and size is the difference between a good logo and bad. You can be the most serious of consulting companies but a funky font in the logo may just be killing your vibe for prospective clients.

Consider the design a live interaction with the user. At the heart of it, that is all that needs to be understood. The idea is to make sure that the message intended is conveyed and without any gaps in the translation. These two aspects, color and typeface, make sure that the product stands out among the clutter for any prospective customer. For a regular, these elements become associated with the brand and cause a regular recall.

The biggest challenge for any designer is to find a color and font that suits the personality of the brand. Making sure you have the right one can involve many a day worth of discussions with the client, or in some cases one decisive minute. The only point is to be able to find the perfect combination that helps your product achieve the kind of visibility it deserves. However, having said that, many a brand has been brought low because of an over-adherence to complicated designing or frequent changes in branding colors and fonts. This can lead to the client getting confused and often mistake a new brand for an old one. There is great merit in consistency, in this more so than anything else. As important as it might be to find the right color and typographical representation for your client, it is just as important to stick by the ones finally decided upon.

Take the most recent instance of Google. A new CEO ushered in a subtle change in logo. While they had settled in on a final color scheme back in 1999, there have been little tweaks in this iconic word mark for ages. However, the latest change has brought about a massive burst of commentary on its elegance and adaptability to various screen sizes. One of the biggest figures being quoted around is ‘305 bytes as compared to 14,000 bytes’, and it is an important figure at that. In a single swoop Google not only changed their brand mark for the better but also announced their future intentions – bringing internet to areas of the world still without access to it.

The power of a strong typeface and color scheme, that represents a brand best, is not to be underestimated. Having said that, there should be no hesitations towards periodic change so as to better adapt and evolve through the changing market. A constant evolution in an effort to adapt is the only true reality of design.