Archistico, Calibri, Advent, Orator Std, Bibas, Myriad Pro, Adobe Caslon, Tahoma …
At this moment in time, I can practically rattle off at least 20 different font types from the result of trying to create a logo for Plate to Serve, my Facebook food page. Before you start, I know that the task of creating a logo let alone deciding on appropriate font is no easy feat but I’m coming to the end of my tether – starting with colour psychology.
Having to decide upon a colour that will allow users to automatically associate your brand with food seems simple enough but past experiences have taught me otherwise. I’m currently juggling both Vance Packard’s The People Shapers and The Hidden Persuaders, his highly acclaimed books, where he delves into the matters of human condition, consumerism and behaviour shaping. I’m more than certain I would’ve finished both by now if it wasn’t for my sudden ‘eureka!’ moments occurring between each second page. In The Hidden Persuaders, Packard discusses how colour analysts in American advertising were able to persuade people to purchase goods they neither needed or wanted – a sneaky but robust strategy that was successful then and even more now.
So still stood the question, what colour was I to use for my page? Temporarily I had been using a generic image of a bitter chocolate tart from Great British Chefs (delicious recipe by the way, I highly recommend it) and finally decided that this week I eventually had to throw a logo together even if it was a bridge to the final image. So let me take you through my stages of thought:
– Using the classics of black and white originally came to mind but considering that I wanted to use initials as a large percentage of my logo, I felt it would come across too ‘creative agency’.
– Red was also in the lineup but I’ve never been a huge fan.
– Blue supposedly suppresses hunger in addition to purple (also a bit of a crappy colour)
– Green is most commonly associated with the earth and organic eating in addition to embodying the supposed influence to accentuate hunger so that was most certainly top of my list.
– Orange (one of my favourite colours) is also meant to accentuate hunger. Closely related to red and rich enough to attract the eye, orange is usually partnered with black to increase its intensity
So after scrupulous back and forth decisions I decided upon orange and green. There were so many other colours to be considered but time was of the essence and this seemed like a great place to start. Shape wasn’t going to be an issue given my lack of Photoshop skills so it boiled down to a circle or square – circle won the paper-scissors fight.
Next came the turmoil of choosing font. Whether through interpellation or my need for fuss-free design, the beautiful yet hackneyed Helvetica was top choice but to be fair to the others, (yes we’ve spent so much time together that they are now personified), all fonts were to be tested. I took a browse through a few font services and finally decided to try something light and rounded – Archistico. After later review, I’m not too sure I’m completely happy with it but if I don’t decide upon something now I’ll be here all day. So after all that verbal foreplay here it is:
Thoughts? I’d love to hear some: your initial reaction, points of advice, resizing, shape, location and so forth. Don’t be shy, I can take warranted feedback.
– Have Camera, Will travel: Facebook photo size guides
– Business Insider: How brands use the psychology of colour to manipulate you
– SCHAWK!: Aligning with the new shopper
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