Module 4

VISUAL IDENTITY
VISUAL IDENTITY & DESIGN

The previous module focused on understanding the target audience. Having

clarity about the 'why,' niche and target audience allows creators to grasp
the content creation process. This module will delve into the significance of
creating a visual identity for the page, as it possesses the ability to evoke
diverse emotions within our target audience. Also, various video editing
strategies to facilitate engagement from the audience are discussed in this
module.

1. Colour Theory -

Colour theory is a set of principles that govern how colours interact and how
they can be combined to create effective colour schemes in design.
A colour wheel is a visual representation of the relationships between
colours. It is a circular diagram that shows the primary, secondary and
tertiary colours.

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Important points to remember -

Warm tones on the left half of the colour wheel include reds, oranges
and yellows are associated with warmth, energy and vibrancy.

Cool tones on the right half of the colour wheel include blues, greens
and purples and are associated with calmness, tranquillity and
relaxation.

Complementary or contrasting colours are located opposite each other

on the colour wheel, creating a strong contrast and a vibrant colour
scheme.

Analogous colours are located next to each other on the colour wheel,
creating a harmonious and cohesive colour scheme.

Triadic colours, which are evenly spaced around the colour wheel, create
a balanced and vibrant colour scheme.

Monochromatic is a colour scheme that uses different variations and

shades of a single colour. It’s used in minimalistic and modern designs.

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2. Colour Harmony -

Colour harmony refers to a pleasing and balanced combination of colours in

a design. It is achieved when colours are combined to create a sense of
unity and coherence rather than clashing or competing with each other.

3. Colour Contrast -

Colour contrast refers to the difference in colour between two or more

elements in a design to create a contrast.
Complementary colours like purple and yellow create a strong and vibrant
contrast, while analogous colours can be used as a base to place
complementary colours on top of it.

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4. Colour Temperature -

Colour temperature is a term used to describe the perceived warmth or

coolness of the colours.

The warm tones you see on the left half include reds, oranges and yellows
and are associated with warmth, energy and vibrancy.
The cool tones on the right half include blues, greens and purples and are
associated with calmness, tranquillity and relaxation.

5.Colour Psychology -

Colour psychology studies how colours affect human behaviour, emotions

and perceptions. Brands like Netflix use bold cinema colours like Red.

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A brand's colour palette is an essential part of its visual identity. So let’s see
how to build a palette.

How to build a palette?

Understand your WHY and your target audience, your beliefs and values
and where they align on the colour palette.

Use the 60:30:10 rule: Let’s divide the palette. 60% is the primary colour,
30% is the secondary colour that should support your primary colour and
10% is an accent colour. Accent colour creates distinction,
differentiation and a visual break from the primary and secondary
colours.

Be flexible when designing for Instagram to evoke the emotion you want
your audience to feel.

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Decoding brand Warikoo’s colour palette -

In the above figure, you see Brand Warikoo’s colour palette. 60% of the
palette is a primary colour – neon yellow, 30% is the supportive colours –
white and black and 10% is a specific shade of blue that works well with the
primary colour to create a visual break in the design.

6. Typography -

Typography is a crucial element in visual design, as it significantly shapes a

design’s overall look and feel.

The right typography can enhance a design by creating a clear visual

hierarchy, setting the tone and mood of the design and creating consistency
and memorability.

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Four broad categories of typography -

Serif: Serifs are characterised by small lines or strokes at the ends of

each letter. They are often used in printed materials such as books,
newspapers and magazines and are generally considered more
traditional and formal.

Sans-serif: Sans-serifs are cleaner and more modern looking. They are
commonly used in digital media and websites and can be more legible
at smaller sizes than serif typefaces.

Display: Display typefaces are designed for larger sizes and headings or
titles. They can be more decorative, expressive and create a specific
mood or tone.

Script: Script typefaces are based on handwriting and range from

elegant and formal to playful and casual. They are often used in logos.

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How to select a font?

Consider the brand personality: The brand font should reflect the
personality and values of the brand. A fun and playful brand might
choose a more decorative or script font, while a serious or professional
brand might choose a more traditional serif or sans-serif font.

Google Fonts or Adobe Fonts: First understand where your brand font
style falls under the broad categories of typography, scroll through the
choices available under the category that aligns with your brand.

Test the font: Before committing to a brand font, it's important to test it
in different contexts and see how it looks and performs. Test the font for
readability, accessibility and legibility.

Flexibility: The fonts should work for offline and online mediums while
bringing in variation to keep it diverse and interesting.

Remember to limit to either one font family or to bring in some playfulness,

go for 2 fonts, otherwise, it is going to be confusing and irritating to the
audience.

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Decoding brand warikoo’s typography

Consider the brand personality: The brand font should reflect the
personality and values of the brand. A fun and playful brand might
choose a more decorative or script font, while a serious or professional
brand might choose a more traditional serif or sans-serif font.

Google Fonts or Adobe Fonts: First understand where your brand font
style falls under the broad categories of typography, scroll through the
choices available under the category that aligns with your brand.

Test the font: Before committing to a brand font, it's important to test it
in different contexts and see how it looks and performs. Test the font for
readability, accessibility and legibility.

Flexibility: The fonts should work for offline and online mediums while
bringing in variation to keep it diverse and interesting.

Remember to limit to either one font family or to bring in some playfulness,

go for 2 fonts, otherwise, it is going to be confusing and irritating to the
audience.

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 Decoding brand warikoo’s typography

For brand warikoo:

Primary font: Roboto

Secondary font: Besley, Montserrat to bring in variation

7. Visual Hierarchy:

Visual hierarchy refers to the arrangement and organisation of visual

elements in a design to guide the viewer's attention and convey information
clearly and effectively.

It involves creating a clear and intuitive structure that helps the viewer
understand the relative importance of different elements within the design.

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 Scale Hierarchy: Larger elements tend to attract more attention than
smaller ones, so increasing the size of an element can help emphasise
its importance.

Colour Hierarchy: Bright, bold colours can draw the eye and create
contrast, helping to distinguish important elements from others.

Contrast Hierarchy: Contrast in tone, texture or shape can create visual

interest and help emphasise important elements.

Alignment Hierarchy: Aligning elements along a grid or other visual

guide can create a sense of order and hierarchy.

White space: Negative space or "white space," can help create a sense of
separation between elements and draw attention to important elements.

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8. Cohesiveness in Visual Design:

Cohesiveness in visual design refers to the degree to which all the visual
elements in a design work together to create a unified and consistent visual
experience. When a design is cohesive, all the elements, such as colour,
typography, imagery and layout, work together seamlessly to communicate
the intended message or achieve the desired goal.
It creates recall, repetition and becomes a visual guide for the brand.

VISUAL BRANDING / VISUAL IDENTITY

What is Visual Identity?

Visual identity for a brand refers to the collection of visual elements that are
used to represent the brand and create a visual impression in the minds of
its audience.
These visual elements can include a logo, colour palette, typography,
imagery and other design elements that work together to create a cohesive
look and feel for the brand.

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Why is Visual Identity important?

A strong visual identity can help a brand to stand out from its competitors,
build brand recognition and communicate its values and personality to its
audience. It is an important part of the brand strategy.

How to create a visual identity or visual branding?

Identify your values, tone of voice & target audience.

Develop a clear and consistent brand guide based on the colour
palette, typography, graphics and image style.
Keep in mind the basic rules of grid, UI guide and elements.

Activity Time!

Try the below activity for your brand.

In Figure 13, fill up the blanks. This activity will help you understand your
target audience <age group> and <main characteristics> and brand values
<insert adjectives>.
This will make it easier for you to pick the visual branding and identify the
colour palette & typography that aligns most with your brand.

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Rules of Visual Branding

1. Grid View -

Here are a few guidelines using Figure 14 as a reference:

Clear and legible text or elements that the audience can read via mobile
screens.

Use contrast, for example: yellow and black are intense contrasting
colours.

Use negative space to break the clutter. You can see the negative
space adding a visual break between every post.

Make it cohesive.

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2. Guides, margins and dimensions -

Here are a few guidelines w.r.t guides, margins and dimensions:

The profile picture and Instagram highlights - 320x320

Static posts - 1080x566, 1080x1080, 1080x1350

Reels - 1080x1920

Design within the red lines

Avoid designing under the red square

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DESIGN AND DATA -

Data-driven design is the process of using data to inform design

decisions. By analysing data on user behaviour, preferences and needs,
you can create solutions tailored to your audience and more effectively
achieve the desired outcomes.

1. Understand your audience: Understanding the audience is a critical

aspect of effective design. When designing for your brand, it is important
to keep the target audience in mind as they are the end-users. Create
designs that are more valuable and appealing to the audience.

2. Identify trends: Identifying trends in design is an important skill for you

to stay relevant and competitive.

3. Experimenting with designs: Experiment with designs and see what

works best with your audience. It keeps things interesting and relevant.

4. Leverage colour psychology: By leveraging colour psychology in

design, you can create visual experiences that evoke specific emotions
and communicate brand values effectively.
Different colours and combinations have different meanings and evoke
different emotions and perceptions.

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Design Resources -

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Design Resources -

KEEP CREATING!

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