Brand Marketing – The Importance of Colour and Font

We offer brand marketing in Manchester and so we know from experience that in today’s fast-paced world, you have a maximum of 20 seconds to grab a customer’s attention.  Neilsen recently reported that a typical online purchasing decision takes around 19 seconds, and in store, it’s even less, about 13 seconds give or take.  So your brand marketing is critical to your business’ success.

At Zool we know that your brand is much more than a logo, it’s who you are, and what you stand for. The idea of a strong corporate identity isn’t new, but now, more than ever, your business’ visual identity, right down to your colour scheme and font choice, plays a massive role in the success of your marketing.

What’s in a colour?

Colour does funny things to the human brain. Without us being aware of it, colour results in emotional reactions and impacts on our mood.

The colour you choose for your brand marketing, and the emotional reaction it creates, is probably the first thing that comes to mind for a customer.  Think of Google, COKE, Starbucks, all of them are synonymous with their colour choices. Here are a couple of simple tips to get you started.

  • Choose a colour that represents your values, and the emotional reaction you want your customers to have when they think about your brand. If you’re an accountant you want to show that you’re in a safe pair of hands for example, and so on that basis, you’re unlikely to use red, with the connotations of excitement and danger that come with that.
  • Be different! If all your competitors are using orange, go purple. Use your colour scheme as another differentiator.
  • Make sure you’re aware of cultural differences before you make a colour choice. White is a colour we might associate with cleanliness and purity, but in parts of Asia, it’s associated with mourning.

So what about Font?

Font, or to give it its official name typography, is also critical to your brand marketing success.  On the most basic level, you need to have a font that is easy to read on all devices.  There’s nothing worse than squinting at the screen, right?

Different fonts also create different tones of voice. School Fundraisers love to use the friendly Comic Sans, but its tone wouldn’t work for a law firm.

Take for example if you own a travel agency and you want to sell weekend breaks in Manchester.  On the left, is the look you might go for if your target market is a younger clientele, attracted by the vibrant nightlife the city has to offer.  On the right, the image might be more suitable for attracting a more mature audience, focused on the history of the city.


At Zool, we understand how critical your Brand Marketing is to the success of your business.  Everything we do is tailored exactly to you. Come and see what we can offer. We’re very friendly and we’d love to hear from you. You can give us a call on 01625 238 770 or drop us an e-mail at




2018-03-05T14:01:25+00:00November 13th, 2017|Branding|

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