This blog post will discuss how to make foley sounds that complement your film or video project. We cover everything from choosing the right materials to recording techniques to editing and mixing your sound effects.

Why Content Is Important in 2022

How to Make Foley Sounds for Film and Video

Choose Materials that will Create Desired Sound

Choosing materials to create the desired sound is important when creating foley sounds. For example, if you want to create the sound of a person walking on leaves, you need to find something that will make a crunching noise when stepped on.

You could use items such as dried leaves, crumpled paper, or even potato chips.

Record

Once you have gathered your materials, it is time to start recording.

There are a few different ways to record foley sounds.

Portable Recorder.

One method is to use a portable recorder, such as the Zoom Hn-40. It will allow you to record both the sound of the leaves crunching and the ambiance of the forest.

Microphone and Interface

Another method is to use a microphone and interface, such as the Audio-Technica AT2020 USB+. It will give you more control over the sound and allow you to edit it on your computer later.

Mix

Once you have recorded your foley sounds, it is time to edit and mix them.

You will likely want to use software such as Adobe Audition or Pro Tools. This software will allow you to add effects and mix your sounds.

It is important to ensure that the foley sounds sync with the on-screen action. You may also want to add some reverb, or other effects, to create a more realistic sound.

Following these steps, you can create realistic and believable foley sounds for your film or video project. Remember to have fun and experiment with different materials and recording techniques. With a little practice, you will be able to create any sound that you can imagine.

The post How to Make Foley Sounds for Film and Video appeared first on Fix Creative Agency.

The following are the twelve essential principles of design: contrast, balance, emphasis, proportion, hierarchy, repetition, rhythm, pattern, white space, movement, variety, and unity. These ideas work together to produce aesthetically appealing and efficient designs that make sense to people.

Principles of Design

What Are Principles of Design

Unlike art, design has a goal. So, the picture’s focal point, which is visible aesthetically, is a salient feature of this functionality.

Perhaps you’re wondering, “But wait! Isn’t creativity essential to design?”

If you’re a business or designer just getting started, you may want to throw caution and mix the first five typefaces and hues that appeal to you, conceiving something unusual. But, instead, you’ll almost certainly produce a confused, unfinished, or simply unappealing design.

Graphic design, like any other field, follows set standards that operate below the surface to provide a solid and balanced product. If the design is out of balance, it will be flimsy and ineffective.

Read the rest of this article and learn more about the twelve basic design principles. Understanding these ideas and how to employ them will set your next project apart.

What Are the 12 Principles of Design

The following are the fundamental principles of design:

1. Emphasis
2. Balance and Alignment
3. Contrast
4. Repetition
5. Proportion
6. Movement
7. White Space
8. Hierarchy
9. Rhythm
10. Pattern
11. Variety
12. Unity

Emphasis

The emphasis of a design is the first of the seven design principles, meaning the focal point and order of importance for each component in a design.

For example, suppose you’re making a poster for a big show. It’s important to consider what the first piece of information your audience needs to know is.

Is it the band? Perhaps it’s a concert venue?

What about the date and how much it’ll cost you to go?

Balance & Alignment

Remember that each element on a page has a weight. The weight of an object can come from color, size, or texture.

You can’t stuff all your heavy elements in one area of your composition; otherwise, you’ll lose balance. Your audience will feel their gaze sliding off the screen if there isn’t enough balance.

A symmetrical design is one in which the elements are equally weighted and lined up on either side of a center line.

On the other hand, an asymmetrical design places different weights (for example, as opposed to one big element with several smaller elements) to produce a composition that is not even but has balance.

Symmetrical designs are always lovely, if not occasionally dull. Asymmetrical shapes are more daring and can provide genuine visual appeal (more on that later!) to your picture.

Contrast

The term “pop” describes a design’s ability to “pop.” It pulls away from the page and stays in your memory. The presence of contrast establishes distance and distinction between components within your design.

To make the subject element of the design readable, your backdrop should be significantly distinct from the color of your elements.

If you’re designing a type, knowing how to use contrast is critical since it determines the weight and size of your type. But, how will your audience know what’s most vital if everything is bold?

You’ll find that most successful designs only use one or two typefaces. It is because two strong fonts (or even one strong typeface in different weights) can effectively create contrast. Unfortunately, as you add typefaces to your design, it becomes diluted and confused.

Repetition

You’ll soon discover repeating things is necessary if you stick to two powerful typefaces or three strong colors. That’s all right! Repetition often helps with unifying and strengthening a design.

Repetition can be important in other mediums, as well.

The principles are not hard rules. But understanding what’s inside the box will give you more liberty to think outside the box.

Look at Picasso, for example. In his earlier works, you’ll see how skilled he was with realism. His works of art were of realism before he went outside the box and explored cubism and abstract painting. The key is skill mastery and knowledge of the principles.

The post Principles of Design | 12 Design Principles appeared first on Fix Creative Agency.

By understanding the elements of design, you can:

• Create better designs
• Communicate more effectively with other designers, and
• Have a foundation for further learning.

We’ll explore each Element of Design in this blog post and show examples of how you can use them.

Related: Visual Language: What is Visual Language?

What Are The Elements of Design

Good design may sometimes seem miraculous, as though the designer just happened to develop a fantastic combination of elements that engage and enlighten the viewer.

But, in reality, Graphic designers employ a collection of tools known as Elements of Design to create and refine that ideal design.

Design is an intricate, fun, and exciting business. However, design isn’t a haphazard process.

When you’re a designer, there’s a lot to learn, do, and consider. A fantastic designer plans out colors, forms, and typefaces before creating something so that they have an intended reaction in the mind of the audience or user.

Keep in mind that every single design is attempting to communicate a message.

A design may tell us whether or not our emails are unread, which brand of socks to buy, and even how dangerous falling rocks are.

Design is the process of creating meaning and clarity out of a messy, confusing mass of thoughts.

Creating a powerful design begins with understanding these elements.

The principles of design can help make a design more useful, especially in digital product design. Using the right elements, you can create meaningful experiences addressing your users’ pain points.

What Are Elements of Design

1. The Dot
2. The Line
3. The Shape
4. The Color
5. The Texture
6. Framing
7. Typography
8. The Space

The Dot

So we’ll begin with the simplest of the simple, the dot.

In design, a dot is a point.

Adding a second dot creates a scenario. Are the dots awkwardly touching? All of a sudden, we have design decisions to make.

What if we try to connect the dot? That’s where we hit our second element, the line.

The Line

The line is the most basic element of design. The definition of a line in design is any two connected points.

Straight or curving lines can be smooth, rough, continuous, broken, thick, or thin.

Lines may influence how you think and feel by controlling your concentration and emotions while guiding your attention through space.

A line is a linear mark. It can be wavy to create a sense of movement. Or it can also be straight, which would look pretty neat.

Lines are everywhere, even in the word line itself.

The line is a divisive element that establishes hierarchy. A line creates division and hierarchy within your design, helping direct the user’s eye toward specific information or a specific focal point.

You can use the line in digital design to separate or group parts visually. A navigation bar, for example, might have a line to distinguish itself from the content.

Leading Lines

Line directs the user’s attention to specific data or a focal point. We can place lines strategically to lead eyes toward a focal point.

Leading Lines are lines that direct the focus toward a certain design element. As a result, they control the way viewers look at our entire design.

What do you first notice in this design?

And where do your eyes want to move to next?

Of course, you can’t help but follow the line, can you?

The line, often the starting point for all artistic expression, is one of the most important aspects of design. It has a longer length than depth and can be unbroken, broken, or implied.

A line can be vertical, diagonal, horizontal, or curved. You can measure it in width, size, shape, placement, directionality, distance, or density.

Lines create lines and shapes. A line can include color, texture, and motion, among other things.

Bold or contrasting lines also help your design stand out.

The Shape

The shape is another element of design. Shapes are two-dimensional lines encircling a space.

A shape can be geometric or organic.

• Geometric Shapes: Circle, Triangle, Square
• Organic Shapes: Leaves, Flowers, Animals

A border can be a visual separator, allowing the page to be read entirely rather than joining separate parts. A perimeter—including lines and color—ultimately determines shapes and may be used to accentuate a portion of the page.

Cylinders, squares, rectangles, ovals, hearts, triangles, parallelograms, hexagrams, trapeziums, pentagons, stars, and diamonds are a few of the geometric shapes available to designers.

Color Element of Design

Color is another important element of design. You may use it as:

• A background
• A standalone element
• or to enhance other elements in your design.

Color can also be a fantastic tool for branding and setting a tone for your business. Red, for example, is frequently associated with love, power, and desire, while green links to peace, good fortune, and health.

The three elements at work when you choose your color palette are important to remember. It will aid you in optimizing the power of this principle of design.

What Are Three Properties of Color

Three distinct properties determine the colors in a hue.

• Hue refers to the color’s name. There are three, four, and five distinct hues in all: “red,” “blue,” “green,” and so on.
  Saturation, in short, is a measure of the color’s intensity or purity.
• Saturation: The saturation of a specific hue can be vibrant or muted (and anywhere in between), and it might even be either high or low.
• Value: Tint is the level of lightness or darkness in color. Adding white to a color makes it “tinted,” and adding a layer of black makes it “shaded.”

The post Elements of Design | What Are Elements of Design appeared first on Fix Creative Agency.

Visual language uses images, symbols, and icons to communicate a message. You can use it in advertising, marketing, and literature. There are many different types of visual languages, and each has its own rules and meanings.

This blog post will discuss the different types of visual languages and how to make your own!

Related: Visual Identity Graphic Design: 3 Tips for Your Business

What is Visual Language?

Communication is a form of design.

To deliver a message, writers use the appropriate words; designers do the same with visual elements. And when it comes to picking the proper visual components for a design, having a visual language couldn’t be more crucial.

Communication through images is a difficult skill to master. As a result, many designers use a purely aesthetic approach to understate the significance of a visual language. But, a visual language is far more powerful than that.

A visual language is a form of communication using images. For example, paintings are visual languages in action.

A visual language is a communication that uses visual elements, rather than conventional written language, to convey information or an idea.

Graphicacy, the capacity to express oneself visually, is just as essential as literacy and numeracy. Visual thinkers think in pictures, utilizing their brain’s emotional and creative side to process and make sense of information.

Paintings, drawings, signs, and simple lines and shapes set up for a specific purpose are all examples of visual communication. Sculptures are a form of visual language.

The use of visual language is necessary for an image to express and dramatize an idea. People can ‘verbalize’ their thinking the same way they can ‘visualize’ it.

Examples of visual language arts include a sketch, a map, and a painting. Some of its structural components are line, shape, color, form, movement, texture, pattern, direction, scale, angle (θ), space, and proportion.

Elements in an image represent ideas within a spatial context rather than the linear format employed by words. Humans use speech and visual communication to communicate information simultaneously, which is why they are parallel methods.

Mental Picture

In a waking state, what we have in our thoughts and what we imagine in dreams are largely the same. Dream pictures may be accompanied by or devoid of spoken words, other noises, or colors. In the foreground, there is a buzz of immediate perception, feeling, mood, and fleeting memory photos in the waking condition.

The first stage, daydreaming, is a state midway between sleeping and being fully awake, in which we see the things we see when the clouds are drifting, such as centaurs and stags, antelopes, and wolves.

Rudolf Arnheim has attempted to describe what a mental picture means. The School of Leucippus and Democritus, founded in ancient Greek philosophy, thought that a replica of an item enters the eye, and the soul stores it as a complete image.

Berkeley explains that, for example, a mental picture would show a leg rather than the entire body. Arnheim considers Edward B. Titchener’s writings to be the breakthrough in comprehending how an image’s vague, incomplete quality is ‘impressionistic’ and conveys meaning.

The Different Types of Visual Language

Type #1 Body Language

Body Language is using gestures, facial expressions, and posture to communicate a message. Body language can show emotions, create an impression, or make a point. For example, shaking hands is a way to show respect and make a good first impression in the business world.

Type #2 Sign Language

Sign Language is using hand gestures and body movements to communicate a message. For example, people who are deaf or hard of hearing use sign language. But anyone who wants to communicate without speaking may use this. For example, you might see someone using sign language at a concert or crowded place.

Type #3 Art

Art is one example of visual communication. Art communicates a message through visual elements, such as color, shape, and line. Anyone can use art to express emotions, create an impression, or tell a story.

A painting or sculpture may express ideas or elicit particular emotions. For example, it might represent historical events or abstract concepts. For example, a painting can tell a story about a person’s life, or a sculpture can express the artist’s feelings.

Certain shapes or forms “work” together to generate a particular effect on the mind. For example, some researchers feel that different brain areas react differently to colors and shapes.

Type #4 Color

Colors are the use of different colors to communicate a message. Color can show emotions, create an impression, or make a point. For example, in business, blue is often used to represent trustworthiness and reliability.

Type #5 Visual Rhetoric

Visual Rhetoric uses color, light, and shadows to persuade an audience. Anyone can use visual rhetoric in advertising, politics, and art. For example, an ad might use visual rhetoric to persuade you to buy a product.

3 Tips on How to Make Your Own

Now that you know the different types of visual language, you can start creating your own! Here are some tips:

Use visual elements that are meaningful to you.

For example, if you’re a fan of nature, you might use green and blue in your visual language.

Keep It Simple

Using too many elements can make your visual language confusing.

Be Consistent.

Using the same visual elements in all of your communications will help people understand your message.

Check out this video of VideoMaket for an Introduction to Visual Language:

Creating a visual language is a great way to communicate without words. If you have any questions, feel free to leave a comment below or contact us today!

Author’s Note: The SEO Content Queen wrote this blog post for Fix Creative Agency. Fix Creative Agency is a web design company specializing in creating a visual language for businesses.

Visual languages are an important part of communication. By understanding the different types and how to create your own, you can better communicate with those around you.

The post Visual Language: What is Visual Language? appeared first on Fix Creative Agency.

This article will discuss how SEO works and how you can optimize your web designs for better search engine visibility. We’ll also cover some tips and tricks to help you get started.

SEO for Designers

SEO Friendly Websites: What They Are and Why You Should Care

Websites have taken the place of brick-and-mortar stores. It has also replaced conventional offices since it functions as a shop for selling products. Its value, on the other hand, is contingent upon whether or not comparable firms are competing in the same sector or appealing to the same audience. SEO makes your website competitive online.

3 SEO Elements in Digital Marketing

In your digital marketing program, you must evaluate three factors.

1. Website Design – refers to the number of pages, structure, and interaction. Design your website with the user and search engines in mind.
2. Content – Search engine spiders will index your blog’s content. When you answer questions submitted by internet users, it helps the spider to index your site’s content. It also aids in the discovery of answers to user inquiries.
3. Competition – What is your company doing to distinguish itself from the competition? Remember that you are competing against other websites for the same people. So for your Google page ranks highly, you must stay ahead of them.

Search Engine Optimization (SEO) is the method of improving your company’s search engine rankings and, as a result, the amount of traffic you receive. However, you can’t simply use a static approach to improve your internet presence. To keep up with new algorithms, you must update your SEO strategy regularly.

SEO Friendly Web Design

Enhance User Experience

Customer experience is a key priority for search engine optimization (SEO) strategies. Improved customer satisfaction ensures repeat visits to the website.

An SEO Friendly Web Design makes information and resources accessible to visitors on the site.

Customer experience also has an endorsement value. Your ranking will improve if search engines realize that people spend more time on your website or click on more pages.

SEO Graphics Designing

Tips to Optimize Graphics for Maximum Visibility

As a designer, you want your graphics to be beautiful and effective. But, it would be best if you also optimized them for search engine visibility.

In this blog post, we will discuss some tips that will help you do just that! We’ll cover everything from file names to alt text and show you how to make sure as many people see your graphics as possible.

File Names

When optimizing graphics for search engine visibility, file names are among the most important things to remember.

• Ensure your file names are descriptive and include keywords you want to rank. For example, if you have a graphic about “SEO tips,” make sure the file name includes those keywords.

Alt Tags

In addition to file names, another important factor is alt text.

Alt-text is the text that appears when you cannot display an image. It’s also what search engines use to understand what an image is. So make sure your alt text is descriptive and includes keywords related to the topic of your graphic.

Hosting

Finally, one last tip for optimizing your graphics for search engine visibility is hosting your graphics on a well-optimized website for SEO.

• Use keyword-rich titles, descriptions, and tags.
• Make sure your Site structure is easy for search engines to understand.

Following these tips makes your graphics visible to users and search engines. These are just a few tips to help you optimize your graphics for maximum visibility. By following these tips, you can be sure that your designs are not only beautiful but also easy for everyone to find.

Hire an SEO expert to handle your website’s development and help you develop a digital marketing plan. Keep an eye on what your rivals are doing online and try to match their strategies. Creating a strong SEO strategy requires you to make your brand stand out. In addition, it makes it much simpler for your target audience to connect with your business beyond simply being competitive on the internet.

Conclusion:

Congratulations on making it to the end of this exhaustive guide! We hope you feel a little more confident in your ability to optimize your web designs for search engines. If you have any questions or need help getting started, please don’t hesitate to contact our team at Fix Creative Agency. We specialize in helping businesses like yours increase their online visibility and drive more traffic (and sales) through their websites.

You Might Also Like:

• Visual Language: What is Visual Language?
• Visual Identity Graphic Design: 3 Tips for Your Business
• Elements of Design

The post SEO for Designers: How to Optimize Your Web Designs for Search Engines appeared first on Fix Creative Agency.

Visual Identity Graphic Design is especially important online. It is where users make snap decisions about whether to stick around based on what they see. That’s why it’s important to have a brand strategy. It will help you create a brand identity that stands out from the competition.

Related: Visual Language: What is Visual Language?

3 Steps to a Standout Visual Identity Graphic Design

The Art of Visual Identity

A brand’s visual identity is one of its most important assets. A brand visual identity is what customers see when they think of your brand. It can make a powerful impression.

A strong brand identity can help your brand stand out from the competition. Also, it will create a lasting impression in the minds of consumers.

Images are a powerful tool of communication since they don’t need words to convey meaning. Instead of addressing the intellect, they appeal to a primal, emotional level. Thus, they are more convincing.

But with this great power comes great responsibility. You’ll want to ensure you’re not sending out the incorrect message. To make sure your visuals communicate the way they should, we’ve compiled this guide to all things visual identity.

What is Visual Identity?

A brand’s visual identity comprises visual elements representing and distinguishing your business. More specifically, it refers to visible components such as logos or brand colors that help customers identify a brand.

Branding assets are combined into a consistent look to enhance brand recognition.

Your brand style guide lays the foundation of your visual identity, which defines your brand’s look and feel. Your company’s visual identity mirrors your most essential beliefs and brand promise through many channels.

Visual Identity vs. Branding: What’s the Difference?

There is a lot of confusion between “visual identity” and “branding.” So let’s explore the differences between these two concepts.

Visual identity is all about the visuals that represent your company- your logo, typeface, colors, and images.

On the other hand, Branding is about communicating messages to your customers. So it includes things like your mission statement, values, and target audience.

When done correctly, visual identity and Branding should work together to create a unified look and feel for your business.

Why Brand Visual Identity Matters

Creating a visual identity for your business is important for several reasons.

A strong visual identity graphic design will help you stand out from the competition.

With so many businesses vying for consumers’ attention, a strong visual identity will make you stand out from the crowd.

A good visual identity will help you build trust with potential customers.

A professional and consistent visual identity can signal potential customers that you are a reliable and trustworthy business.

Brand visual identity can help you build brand loyalty among your customer base.

Customers who associate your visual identity with positive experiences are more likely to be loyal to your brand.

Visual Identity Graphic Design Tips for Your Business

Here are some tips that will help you create a visual identity that is both unique and memorable.

Choose the right colors for your visual identity.

The brand colors you choose should be reflective of your brand personality. For example, if your brand is playful, you might want to use brighter, more saturated colors. On the other hand, if your brand is more serious, you might want to use subdued or neutral colors.

Choose colors that are functional and appropriate. Since you will use your brand colors in diverse contexts, your brand’s color palette must also be versatile.

Create a consistent visual identity across all of your marketing materials.

Brand consistently by using the same colors, fonts, and logo design on your website for your business cards.

Using consistent and strategic visuals helps communicate a strong visual identity and helps tell your brand story.

Customers’ long-term exposure to your brand design helps form associations. It can also elicit emotional responses, most often triggered by visual signals.

Take note, though, that consistent Branding doesn’t imply being unflexible. But brands may and should change as they build up steam and expand.

Make sure that your visual identity is flexible.

Use your visual identity graphic design in various contexts and mediums. For example, your visual identity should work equally well on your website on your social media channels.

Follow these tips to create a visual identity that is both unique and memorable.

A strong visual identity is a key to creating a successful brand. Creating a standout visual identity for your business doesn’t have to be difficult. But it does take some effort. The steps outlined in this post will help you create a cohesive and on-brand look for your business. Following these steps, you can create a cohesive and on-brand look for your company to help you stand out from the competition.

Please share it with us in the comments section below if you’ve learned something from here. Let us know what made or updated your company’s visual identity and what worked well (or didn’t work so well) for you. For more scaling and business tips, check out:

• Top 10 Advanced SEO Strategies for New Websites
• Why Is Customer Service Important? 10 Reasons Why It’s Critical for Your Business
• 7 Essentials for Ecommerce Copywriting

Need Help in Creating your brand’s Visual Identity? Contact us now.

The post Visual Identity Graphic Design: 3 Tips for Your Business appeared first on Fix Creative Agency.

The post Keep Your Brand Consistent appeared first on Fix Creative Agency.

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Because of the sheer number of different use cases, a logo may come in a variety of different formats– each, optimized for a specific situation. Some formats are better suited for digital applications like web design, while others are better suited to the realm of print.

File formats are generally identified by their respective file extensions. Think, example.ai, or example.png. Each extension represents a different format, and as such will need specific apps to either open or edit them.

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Raster and Vector images

There are two general categories for the images we use for design– raster, and vector images. Either could be used to great effect for a number of purposes, but it’s also worth understanding their individual strengths and differences.

A raster image is made up of pixels laid out on a resolution-dependent canvas. For these file types, information is stored on a what’s called a bitmap. Since everything is encoded to a specific size bitmap, scaling an image down is easy. Scaling a raster image past its original size however, will result in a blurry, pixelated mess. It has its limitations, but you do get the advantage of incredibly detailed photo and manipulation work, so long as you make them to a specific size.

Vector images on the other hand, generate images through the use of mathematical procedures that calculate lines and curves. Since these calculations aren’t set to a fixed bitmap size, they’re free to scale to practically any size you want. These are particularly useful for logo designs, and other uses which may need that endless scaling. Vector images are best used for 2 dimensional work, and flatter design styles.

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File Formats

Joint Photographic Experts Group (JPG)

The JPG (sometimes, JPEG) is a format typically used for photography or web assets. These tend to not scale well over their original pixel width, and do not support transparency. Digital use is fine, but you might want to use something else for print.

Portable Network Graphics (PNG)

Another great digital format, PNG supports transparency, and tends to translate particularly well for graphic and typographic use. Like JPGs, these don’t scale over their given size too well, but make up for it overall fidelity.

Graphics Interchange Format (GIF)

Think of GIFs like lo-fi PNGs. There’s a limited color space, but you do get some pretty good benefits like smaller file sizes, transparency, and animation. These are great for websites, and anything that needs a little more animated spice.

Photoshop Document (PSD)

PSD is the native format used in Adobe Photoshop. This format allows you to save images with masking, transparency, and layer functionality among many others. Much like PNGs and JPGs, you can’t scale them past their initial canvas size without taking a hit in quality. You can, however, preserve all of the necessary information for future edits when you open the file up in Photoshop.

Encapsulated Postscript (EPS)

The EPS format is vector-based, so you’re free to scale images up or down according to your needs. It’s not the latest and greatest, but most print places are likely to have software that works with EPS– whether you use Adobe Illustrator, or an open-source option like Inkscape.

Portable Document Format (PDF)

Another Adobe classic, the venerable PDF is a popular way of rendering documents without having to worry about image quality and legibility. Depending on how the file is rendered, you could even work on various in-document assets after the fact. Pretty neat!

Adobe Illustrator (AI)

Illustrator is the industry standard for vector-based design software, and allows you to draw in a number of different formats. Like Photoshop, AI files are layered, allow for transparency, and scale nicely to your needs.

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Resolution

Your image’s resolution is based on how many dots there are per inch of content. Magazines and high quality prints tend to use around 300 dots per inch (DPI), while digital platforms tend to use something closer to the ballpark of 75 DPI.

Color Space

Different color spaces differ in terms of the colors they could reproduce. The RGB color space makes for a wider range of color, and is based on an additive mix of red, green, and blue light. On the other hand, CMYK is subtractive and pigment based– giving you deeper blacks. Some projects may look better in one color space than it would the other.

The post Understanding Logo Formats appeared first on Fix Creative Agency.

There are many different ways to approach this, but a good rule of thumb is to consider what values you want your band to embody, who you want to sell your products to, and the type of business you’re in. Any one of those starting points should narrow the playing field enough for you to not be overwhelmed by too many options.
Once you’ve settled on an approach, you could then zero in on the typefaces you want to use, and how each of their font traits reinforce your brand’s message. We’ll walk you through some of the most common traits, and how you could use them in your own branding work!

Serif, Sans-Serif, & Slab-Serif

Serif

A serif font’s most distinct feature would be the little embellishments that finish off the letter’s main strokes. It’s a classic look that hearkens to tradition and classic styling. Use this if you want to give your brand a bit of timeless, high-end charm.

Sans serif

As the name may already imply, each letter’s main strokes have a consistent thickness and don’t finish with any other details or embellishments. It’s very modern looking, and brings a sleek, minimalist sheen.

Slab serif

The best way to describe this would be a mix of the previous two font types– finishing with a stumpy little serif, but maintaining a bit of that modern styling. It’s an interesting blend that comes off bespoke and artisanal without being too exclusive.
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Italic & oblique

Italic

It’s hard to communicate tone or inflection through text, so italics help you around that by introducing a sense of dynamism to your text by slanting each letter. Italicized text can be warm and inviting when paired with a nice serif font.

Oblique

Think of oblique lettering as italics for modern designs. These are a lot more geometric, and have a subtler tilt. It’s a great way to make text more assertive, and pairs well with a clean sans serif font.
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Light, medium , & bold

Light

Text done in lighter weights can come off understated, and while aesthetically pleasing, may not be the best for loud, bombastic uses. These pair particularly well with as body text when supported with a strong enough header.

Medium

Body text needs to stay legible throughout a range of different situations. Medium weight allows you to communicate information effectively, and without cramping your layout. This works great in paragraphs, especially if you’re using a bold font for the headline.

Bold

If you’re looking to draw attention to a central point, a bold font does that incredibly well. Using a bold font makes your message seem much more, well, bold. Use this to highlight points of interest like headlines or keywords. Looks amazing, but might be too overpowering for regular body text.
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High and low contrast

High contrast

A high contrast font has a range of different stroke thicknesses for each letter– simulating that stylish “burning” effect you get when you crank the contrast on a photo. These don’t scale down as well as other fonts, and your best bet is to use high contrast elements for accents and such.

Low contrast

Like your usual sans serif kind of deal, a nice low contrast scales better than most. Their legibility and aesthetically pleasing sense of balance makes for good headers text that remains readable even when downsized. Don’t go too small, though. You might want to use something else for body text.
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Character widths

Regular

This is your vanilla character width– perfectly balanced, as everything should be. It isn’t particularly interesting on its own, but works great for paragraph text since it scales down well and has enough space to breathe.

Condensed

Need text for a tight spot? A condensed font might do the trick for you! These aren’t the most readable, but can be used to great effect for shorter headings. They’re tall and assertive by nature, and should work well for more stylized applications.

Extended

If you’re looking to make a real impact, an extended font should probably work. Fonts in this vein appear wider, and as such, take more time for people to read. This is great if you’re interested in presenting an authoritative message.
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Upper and lower cases

Lowercase

For casual, accessible-feeling text, a nice lowercase font could add a little bit of fun to your text. This may vary depending on your specific typeface, but a playful serif fonts work especially well for character. Sans serif fonts may seem cold or alien, which may work for some needs.

Uppercase

Going all-caps is a great way to assert dominance through text. Words are going to look much more authoritative, but in a respectable, classic way. If you’re looking to stand out without going completely cold and antiseptic, consider using an uppercase font.
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Font Styles

Serif fonts

Best known for the flourishes that end each stroke, serif fonts make for interesting bits of typography. These have a range of different thicknesses, ligature styles, and typefaces. They’re known for being particularly diverse in their presentation, due in no small part to their abundance of details.
There is a general air of class and luxury for magazine spreads set with serif fonts. Sure, there’s the legibility angle, but that’s up in the air and subject to debate. One thing’s for certain though, and it’s that serif fonts have vibe for days.
Serif fonts are also known to play well with others, provided they contrast well stylistically. Pairing a good serif font with a matching sans serif solution could achieve a sleek, modern aesthetic, for example.

Sans serif fonts

Sans serif fonts take particularly well to digital settings, and can be used in a range of different applications– say, headers or body text. They tend to provide more of a modern, easily accessible sheen, but can rise to the occasion for bold, assertive displays if need be.
As is the case with serif fonts, picking a contrasting font style leads to some pretty interesting results. If you’re looking to draw interest from one area of your site to another, the play between modern and classic features is something to consider.

Script fonts

Drawing from the incredibly rich tradition of calligraphy, script fonts are an incredibly diverse set of scripts inspired by the lively, flowing strokes found in human handwriting. These convey a level of grace and human warmth that isn’t typically found in most typefaces.
This is great for brands looking to make a more human connection, as scripts are just bursting with personality. Pairing this with sans serif fonts should give you a bit more of a modern feel, while pairing it with a serif font exudes more upscale vibe. Just be careful to not use script fonts for body text, as they’d be too busy to read sensibly.

Slab serif

With traits from both serif and sans serif fonts, a slab serif font is typically sleek and comes with a stubby little detail at the end of each main stroke. These were largely used in print media, and were designed to command attention without being too overbearing.
Slab serif fonts could vary quite a bit, but generally work well for engaging material, and scales well according to your needs. If a serif font is a bit too serious, and a sans serif font, too antiseptic, consider the slab.

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