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Website Style Guide: How To Pick Fonts And Colours That Fit Your Brand

2 mins read

 Branding is all about your audience and how you want them to see you. So, deciding what colours and fonts you’re going to use for your website is an important process. Especially because once you’ve picked them, you have to stick with them. Style and thematic continuity are crucial for customers. Your customers will be able to instantly recognise you, because of your style theme on your website from your branding.

website style guide image


So, what colours and fonts should you pick? The style you choose needs to keep with the design of your logo. However, if you haven’t designed your logo yet, follow our website style guide to learn how to choose colours and fonts that fit your brand.Start by answering this all-important question.

Who is your target audience?

Before you start choosing your favourite colours and fonts, you need to think about your target audience. What colours and fonts will engage with them? It is important to consider different personas so you can tailor your brand towards a range of people.

Gender and age will carry a major influence over the site themes you choose.

illustrated people

How gender influences the colours of your branding

Some businesses naturally choose the colour blue for men and pink for women. Whilst some women like pink, that doesn’t mean all women like pink. And not all men like blue. If your business is directed to one gender, you will want to consider what colours will actually best engage with them.

Men tend to prefer colours like blue and orange. They are usually drawn to colours that are bright and bold. Whilst women on the other hand, like reds and yellows.

Men and women see colours differently because their brains process colours in different ways.

Experiments conducted by City University of New York revealed men struggle to see subtle difference in colours, whilst women can.

illustrated Personas

Women are more likely to associate emotions with the colours that they see.

If you’re marketing towards men, you will benefit from choosing a few colours, but if you’re marketing towards women, you can choose between multiple different shades.

It is important to remember your personas and how they differ in order to determine what colours you want to choose.

How to choose colours for your branding when your target market is age specific

If you’re marketing isn’t gender specific, then you need to consider the age of your target market. Children and teenagers are naturally drawn to bright and vivid colours. Think about children’s cartoon programmes, they’re usually filled with bright and attractive colours.

As people grow older, they prefer colours that are more relaxing and shades that don’t put too much strain on the eyes. Remember imagery is really important when it comes to your brand, make sure your audience are processing all of the important information!

illustrated diagram of Image Process


Unlike colour, you’ll have a lot more freedom when choosing your font. The font of your branding has to still engage with your customers but it also has to match the character of your brand. The tone of your business will be reflected in the style of font you choose. What do you want your target market to think when they see your branding?

illustrated choosing a font

A law company should refrain from using quirky and unique font. They should choose font that is familiar, as they’re trying to show their potential customers they’re reliable and professional.

A design company can be more creative with their font choice because being creative is part of their job description. Learning how to create your own font could really set you apart from your competition.

If you’re marketing towards a younger audience, just like your colour scheme that needs to be bright and bold, you need to follow a similar principle with your font. 

How to choose colours and font for your brand

Choosing the colours and font of your brand is all about your audience and how you want them to see you.

People can be influenced by the images of what they see and the design of your branding can have the potential to successfully engage with your customers. If you consider your audience when you’re in the design stage of your branding, you can choose the best colours and font for your business.

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