THE ONE SECOND RULE.

Whether it’s about human being, a product or a company, people make judgements first and post rationalise them later.
As Silverkrin, or one of those hair products put it; ‘You never get a second chance to make a first impression’.
So it’s important not to send out conflicting signals.
This requires discipline, every element that makes up a company’s personality needs to be pointing in the same direction,  to ensure you are sending out one clear signal.

 

THERE ARE THREE BASIC ELEMENTS:

FONTS.
Fonts are like voices, they can sound like Harry Redknapp or Stephen Fry,
and it’s important you pick the right voice for a brand.

E.g.
Something feels wrong?                                         Feels right.

Screen shot 2013-12-11 at 10.05.55

COLOURS.
Colour sets a tone, it creates an instant mood.
People already have associations with colour hard wired into them,
so it’s useful to use those perceptions. e.g. Red equals danger.

E.g.
Something feels wrong?                                          Feels right.

Screen shot 2013-12-11 at 10.06.37

WORDS.
Words should come directly from a company’s personality, ‘interesting’ ways of saying
things can get in the way of communicating who you really are.

E.g.
Something feels wrong?                                          Feels right.

Screen shot 2013-12-11 at 10.06.51

 

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