Colors and Typography: How Design Elements Build Trust


Published: March 6, 2017 Author: Jason Holicky - Hometown Design Studio Inc.
Colors, Graphics, and Typography: How Consistent Design Elements Build Trust

So far, when it comes to defining your brand, being consistent has been the common thread that ties it all together. Your visual design elements are no different. Typography, colors, graphics, and photography all need to be consistent to build a solid, recognizable brand that people trust. Let’s take a look at each of these elements to better understand their importance and how you can achieve a uniform appearance.


Typeface and typography refer to the appearance of your content and branding materials including fonts, sizing, arrangements, and weights like bold or italics. When your typography is all over the place, your materials do not seem to belong to the same company. In the worst cases, the differences can be so distracting that your readers miss the point of your communications entirely. Getting the look of your words right is essential as it helps set the mood and tone of your work. Fancy fonts don’t always look professional and can be difficult to read. Harsh fonts can look impersonal or even menacing, but are very legible. Take the time to experiment with the typography to determine what works best for you, then ensure that all your materials adhere to your choice.


Colors are another way to convey feelings and make an emotional connection with your readers. A consistent set of colors will also increase brand awareness and recognition. You want to choose colors that not only match your brand’s personality, but also are pleasing to the customer while conveying the right mood.

To get an idea of the impact that color has on your branding, consider CocaCola. The bright red colors have been part of their identity from the beginning and work to convey a feeling of excitement and passion. When describing reds, people can say “Coke Red,” and almost everyone will know what you mean. In contrast, consider the colors of Starbucks. Their green hues represent nature, earth, the environment, and trust—everything people like about the company (aside from their coffee, of course!).

Graphics & Photography

The graphics and photography of your branding are another way to bridge the emotional gap with your customers. You can quickly make people feel happy or tense, joyful or serious with the images on the screen and printed materials. While you want your visual images to be varied and interesting, it is still important to bring the consistency of all your branding to these elements. Staying within the same color palate and personality as the rest of your branding will help keep that common thread running through all your work.

Getting it Right

These elements of your branding all have to do with the look of your materials. Getting it right means building a partnership with a design firm that understands who you are, who your customers are, and what goals you would like to achieve. Unlike some things that may seem easy to define, getting your look right can sometimes involve a bit of trial and error as different styles are put together so you can see and feel what works and what doesn’t. Lastly, don’t be afraid to speak up when something doesn’t feel right to you. Most designers are happy to rework based on your feedback, but they can only get it right if you say something.

Categories: Branding
Tags: Branding, Typography, Color, Graphics, Photography
About the Author

Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
Branding builds trust and trust leads to sales. Our branding strategies will help you grow.

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