TYPOGRAPHY

Colours and fonts: Colors are used to describe feelings and emotions. Different colours have their own meaning some are religious and some belong to various cultures.

RED: Historically symbolizes danger and sacrifice but now it represents love, passion, sexuality, heat, activity, anger and joy.

BLUE:  It is the color of the ocean and the sky; it often symbolizes serenity, stability, inspiration, wisdom or health. It can be a calming color, and symbolize reliability.

YELLOW: Yellow is a color associated with sun. It symbolizes optimism, energy, joy, happiness and friendship. It might also stand for intellect. On the contrary, yellow can indicate jealousy, betrayal, illness and danger.

GREEN: Green is the color most commonly associated in the United States and Europe with springtime, freshness, and hope. Green is often used to symbolize rebirth and renewal and immortality.

WHITE: The color white often seems like a blank slate, symbolizing a new beginning or a fresh start. On the negative side, white can seem stark, cold, and isolated. It also symbolizes innocence.

BLACK: In color psychology, black's color meaning is symbolic of mystery, power, elegance, and sophistication. In contrast, the color meaning can also evoke emotions such as sadness and anger. Many fashion retailers have used black in their logos. Black is also a popular color for text as it's an easy color to read.

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 FONTS

Typography is so much more than just choosing beautiful fonts: it's a vital component of user interface design. Good typography will establish a strong visual hierarchy, provide a graphic balance to the website, and set the product's overall tone.

Your brand's personality is expressed in the fonts used to present its name and tagline in your logo. A font family is a named set of typefaces, like Times Roman or Helvetica. A font category is a more general classification of a font, like serif and sans serif.

Serif fonts: Georgia, Garamond, Times New Roman and Baskerville.

• Popular Sans Serif Fonts: Helvetica, Proxima Nova, Futura, Public Sans, Jam Grotesque

• Popular Slab Serif Fonts: Sentinel, Adelle, Clarendon, Archer, Shift, Amasis.

• Popular Script Fonts: Broadley, Monarda, Rampage Monoline, Raksana, Hope Sans.

• Modern Fonts: Ambit, Helvetica Now, Avenair Next Pro, Plantin, Futura PT, Untitled Sans, FF Meta, TT Norms Pro.

When created in the right way, a typeface should deliver the right emotions to the reader and set the tone that will bring the words to life, whilst reflecting the industry it is intended for. Instead of an image, we use a font as the visual interpretation of the words on the page and this can enable them to be read with the feelings that they are intended. For example, can you think of the amount of times you have written an email or sent a text and the words have been misinterpreted? In person, we can use our tone of voice, hand gestures and a simple smile to reiterate the message we are saying - but with flat words on a page, we need a bit more than that. A simple script font can look great on fancy documents such as invitations - but use the same font on a children’s menu and it can not only look out of place, but also may not be readable if there is too much text.