Importance of colours and fonts in branding

colour font branding business Perth Graphic Design Web Design restaurant bar café

When it comes to branding your business the two most important things would be colour and font choice, as they are able to dictate the way possible customers feel about your business even before they interact with it in any way. Let’s take a look at what different colours and fonts mean when it comes to branding your business.


Today we’ll be taking a look at black, white, red, orange, yellow, pink, purple, and blue. According to a study performed by the University of Loyola, colour increases brand recognition buy up to 80%.

Black – is often used to evoke luxury, modern, powerful, elegant, and sophisticated feeling among a brands’ customers.

White – is often used to ensue simplicity, minimalistic, high-end, and a pure feeling with brands’ customers.

Red – is used in branding that aims to ensue excitement, energy, and passion amongst a brands customers.

Orange – is often used to give customers an enthusiastic, warm creative, and a playful feeling when looking at a company’s branding.

Yellow – is used when a company is wanting to associate its brand with happiness, optimism, and a cheerful feeling when coming in contact with the brand.

Pink – is often used to give off a romantic, exciting, love, and playfulness feeling to a brands’ customers.

Purple – is used to give a feeling of royalty, upper class, and a majestic feeling amongst its customers when they are engaging with the brand.

Blue – is a colour that gives off a calming, trustworthy, and a stable feeling for brands’ customers.


Along with colour, the Font is often the first thing a potential customer will notice when looking at a company’s logo.

The two major font classifications used today include Serif and Sans-serif fonts. Serif fonts have flicks at each end of the letters, while Sans-serif fonts forgo the flicks for a more modern feel.

Serif – fonts give off a classic, traditional, and trustworthy feeling for a brand. As Serif was the first font classification brands using it gives the feeling of trustworthiness among its customers. Serif is used more often on printed mediums, such as a book.

Sans-serif – is a recent font classification that came into style in the 19th century and is now a standard font classification on the web. Sans-serif fonts give off a modern, minimal, and clean feeling for a company’s branding.

Take a look at the following use of font and colours being used together to evoke certain feelings. Let us know the use of fonts and colours make you feel in the comments below.

  1. The font and colours in this graphic give off a dark, gloomy, and frightening feeling due to the use of dark colours, and jagged font. How does it make you feel?
  2. The use of bright colours and the goofy nature of the font gives off the feeling of happiness, excitement, and joyfulness. How does it make you feel?
  3. The third graphic uses a more modern and simple font a blue background, giving off a calm sophisticated but, sad feeling to it. How does it make you feel?

What colours do you pickup first when looking at a logo? And why do you think you are attracted to these colours?

Thanks for reading!

Did you enjoy this blog post? If so, we have many more great posts on graphic design, web design, search engine optimization, tutorials, and more. We also share exclusive content to our Facebook, Instagram, and LinkedIn accounts. We’d love to see you over there!

Do you require web or graphic design services for your business? We offer a wide range of services including, logo design, banner design, business cards, flyers and brochures, bookkeeping, website design and development, and graphic design. Be sure to get in contact with us to learn more.

Josh Spires

View posts by Josh Spires
Josh is the Web Admin, Social Media Manager, Ad Specialist, SEO Manager, and Writer at Platinum 99. Josh has worked in website management and SEO writing for the last few years, working with some of the largest tech-related, specializing in drone technology, websites including the Android Authority network and 9to5 network.
Scroll to top