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