When it comes to your website or branding, have you ever wondered… How many colors should you have? What about fonts? And how do you make photos look cohesive when they’re from different sources? BINGO, the answers to all of these questions is what makes up your brand identity! Which is why it’s so important that they stay consistent. This is something we help our clients do every day, but whether you’re working with a designer or working on it yourself, here are some good guidelines to follow.
Keeping it Consistent Across the Board
Okay, before we get into the nitty gritty, let’s talk about why it’s important to keep your branding consistent in general. If you still need some help with sorting out your branding design we have a post on that too, but for the purpose of this post, I’m going to assume you already have your branding design and voice all set. So here’s the deal, the logos, colors, fonts, and branding guidelines you developed during that process? You should be following those and using them everywhereeeee. That means, your website… social media… business cards… flyers… those branding elements should appear on all of the above. In other words, you shouldn’t have two fonts on your website and then two others on your social media quote graphics.. and then 2 others on your business cards. I know that may sounds superrrr basic, but the reality is so many people spend time developing these things and then then they don’t stick to them… 🙈Now, that doesn’t mean everything is going to look cookie-cutter either… you can totally have fun with things, but keeping things consistent is key to your brand recognition.
Picking Your Brand Colors
When it comes to picking your brand colors, consider the 60-30-10 rule. Essentially this is a design principle that breaks things up into using your primary colors in 60% of the space, secondary colors in 30% and accent colors 10%. Now that doesn’t mean you can only have 3 colors in your branding… you know we’re BIG color lovers over here at Bold & Pop, but the key is that they should break down into those categories. Typically, in our designs, we’ll use between 3-6 colors. That means 2 colors usually fall into the primary, 2 in the secondary and 1 or 2 in the accents. Again, this doesn’t mean that these colors are going to all be in everyyyy piece of material you put out, but these are some of the key visual distinctions for your brand vs others.
Selecting Fonts for your Website
When it comes to fonts, usually logos include one or two different fonts and if possible, these should also be used throughout your website. Now, if you have a hand-lettered logo, then that might not be possible, but typically you should only have two, maybe three fonts throughout your website. Anything more and things just start to look crazy. The same guidelines go for font sizing. We suggest having one font for your Header 1 (if you have a primary font in your logo use this one), and then for your Header 2 and 3 we recommend using another font with two different sizes and then you’ll have your Body text. Anything more than that and you’ll potentially lose your audience from your actual copy because they’ll be distracted by everything going on with your fonts.
Editing and Selecting Photos and Graphics For Brand Cohesion
The final component of keeping things consistent is making sure your photos flow together. Sometimes that can seem tricky when you’re pulling photos from different time periods or photo shoots though. The key is all about the editing style. You can like dark and moody images and bright and airy at the same time, but when it comes to your website you’re going to need to pick one style you think fits your brand more. Lighting and tones are crucial so those are another thing to consider when selecting your images. Sometimes a little editing in photoshop, other editing software or presets are all you need to tie things together, but those will only get you so far so it’s important to think about these things when selecting photos from the start. Another thing to consider is sometimes you’re going to need some additional stock photos to fill in needs you don’t have photos for. Again, take a look at the lighting, tones and colors used when you make your selections for a cohesive mix.
Next up is graphics styles. If you’ll be using some sort of illustration or icons throughout your website you’ll also want to pay attention to the style. While you can certainly mix and match sometimes, it’s tough to get hand-drawn elements and then structured modern graphics to work in the same design. So keep that in mind when you’re creating them or selecting vectors. We totally get it too, sometimes you just have a tonnnn of different ideas and you want to try to do them all. Keeping things simple and clean will always be the best plan of attack though. That’s a big reason why a lot of people work with designers too so that we can take all of your ideas and create one cohesive design! So keep it clean, keep it simple and let it be your fun website and branding design that captures your audience’s attention and not the 4 different fonts and clip art mess you put on your homepage. As always, if you need some help reining things in, we got you!