|If you’ve ever needed to knock out a quick email that looks near enough to the part, then had to face the marketing manager’s “near enough isn’t good enough” speech, this episode is for you.|
Tinker with some colour palette ideas with this cool web site: https://coolors.co/
If you’re looking for the nitty gritty on font psychology, grab a cuppa and have a read of this: https://cognitiontoday.com/font-psychology-research-and-application/
Andy: We’ve all been there. We just need to knock out a quick email that looks the part, so we make put the words together and pop some colours in to show it’s from our company, but next minute, the marketing manager is sending some terse words about near enough not being good enough. Oops… I’m Andy Le Roy and I’m Louise Poole, and we’re giving you the insights that elevate you as the expert in your field
Andy: It might seem like seem like the bosses are being pedantic when they insist on using certain templates
Louise: It’s not always about justifying the money that’s been spent on developing them, but about the legitimate value they add
Andy: Apart from looking consistent and professional with the way a business presents, colours and fonts contribute a lot more to a brand’s overall style.
Louise: We’re talking personality, here, Andy, and if you thought personality was limited to living, breathing things, think again!
Andy: This is something we explored when we defined Welcome Change Media, and something we look at with every new production we make.
Louise: Let’s have a look at s couple of well known brands and how their personality comes through.
Andy: Probably one of the most recognisable brands on the planet is Apple. When I think of Apple, I think of fun and connectedness.
Louise: When was the last time you someone your age in an Apple ad, Andy?
Andy: How dare you. But you’re right. Apple’s image is youthful, colourful, and gives the impression of being fun, innovative and reliable.
Louise: And it’s the imagery, including the fonts and colour palette that support this personality. Imagine instead, if Apple’s imaging looked more like McDonald’s.
Andy: Yep. McDonald’s style is great for fast food, but if it was applied to Apple, the fun, innovative company would suddenly seem a little bit dinky.
Louise: These apples aren’t for eating!
Andy: Another great brand personality is Jeep.
Louise: Ah, yeah. Rugged. Adventurous. Durable.
Andy: Now, not saying that she couldn’t own a Jeep, but imagine for a minute if Jeep ads feature Mavis from bridge club with her doilies on the headrests, and their colour palette was all pastels with a calligraphy font.
Louise: I get what you’re saying, Andy. No offense, Mavis, but what you’ve done to your Jeep doesn’t give me great confidence that it’s going to get me safely over the next ridge, although it probably smells really lovely inside.
Andy: So when we’re talking brand personality, it’s well worth thinking about which kids in the school yard you want to attract the most. Is what you’re offering going to resonate with the artsy and musical kids, or is it better suited to the football crowd?
Louise: Is your brand an extrovert, or a quiet achiever?
Andy: We spent a great deal of time in the very beginning of Welcome Change Media looking at the colours that represented the business’s personality.
Louise: Nothing too bold
Andy: We’re inclusive
Louise: Just the right amount of movement and colour
Andy: We want to empower and inspire. Compare our podcast personalities as an example.
Louise: That Entertainment Podcast is glitzy and colourful.
Andy: This podcast, Elevating Experts has a fun, educational feel
Louise: Exactly to the moods we’re aiming for in those productions.
Andy: It seems like a silly detail to focus on, but getting your colours and fonts right really help set the tone for your brand’s personality. Let’s quickly recap the important bits.
Louise: Start by thinking about your product or service and who it’s most likely to appeal to
Andy: Once you’ve zeroed in on your brand’s personality, have a think about what colours best represent the energy and style you intend to put out there.
Louise: Fonts are equally as important – you wouldn’t use a wedding invitation font for a waste recycling depot
Andy: We’ve linked some food for thought in the show notes, and remember to give us a shout out and let us know how you’re brand personality is developing!
Louise: Next time on Elevating Experts, making sure your train’s on the right track.
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