When Design Meets Brand Voice with Lidiana Montes

"Design fuels marketing impact, but there isn’t just one font, color, layout, or imagery that guarantees results. The real question is, what type of company are you working with? For example, the color red is known to trigger hunger, making it effective for food brands. Typography also plays a huge role, like using the cursive “Pinyon Script” font to convey a clean and feminine image that builds trust and connection. A personal example comes from two of my clients: Uptown Cheapskate and Mids Market. They both sell secondhand clothing, but UC portrays a high-end thrift experience while Mids Market attracts a young, fun, and carefree crowd. Both sell the same product, yet all their branding elements create completely different customer perceptions and results. I would say the brands voice is ultimately the true analyst in conveying what element is most critical and influential."

Read the full article here : Five experts. Five perspectives. One conversation on the design elements shaping marketing