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Logotype represents a visual presentation of a bussiness identity on the information market.
Visual identity is a sum of impresions that clients have on their minds about your company.
Visual standards are sign, logotype, defined mode of use and aplication(press, internet, objects, vehicles…)
Typography is an artistic technique for a letter design. By using the design and these two techniques, we can deliver a message.
Color plays a significant role in creation of an opinion about a product, regardless is it a computer, ice-cream, T-shirt or web-page. Right and careful selection of colors is very important, because different colors are transmitting different signals. Beside selection, it’s also important to determine contrasts and arrangement of colors on a web-page. Exaggeration shall present your page as thoughtless and it can drive away your potential clients and users. Naturally, there are some divergences from this rule,e. g. web pages for children are perfect for experiments with colors, but within the limits of good taste. In next articles I will go through some basic colors and their characteristics .
White rests eyes and it’s used in minimalist styles. White is most common used as a base for a black text that creates a strong contrast. White is very underestimated in the world of design, because amateurs and design-costumers concidering it as boring. Black is very strong and ecologically acceptable(low consumption of computer screen). It is often compared with death, menace, self-confidence, authority, elegance, seriousness, illegal activities, formality and strength. Domination of a black and white shall emphasize the effect of other colors that are used on your web-page.
If used with measure, grey can be very elegant. It represents technology and future and it was very popular in the late nineties. Grey is also neutral and that’s why it is suitable for background of a page. In that case, user is not distracted with background, which is in most cases irrelevant and purely aesthetic.
Blue is very commonly used in web-design and you can not make mistake with it. It represents confidence, professionalism and it calms down. It can be used in variety of themes; patriotism, joy, elegance or depression. Beside the fact they were underlined, page links were originally in blue.
Yellow is rarely used in web-design and even more rarely for filling big surfaces. It is a summertime color and it represents nature, warm, fun, inspiration, energy, sun, happiness, joy, hope, relaxation and etc. It is interesting that yellow, in context with other colors, has many meanings. In combination with black, it becomes aggressive and. In combination with red it represents something evil and diabolic.
Green has replaced grey in design and it has very extensive use nowadays. It is a springtime color and it represents nature, money, wealth, family mood, freshness, happiness, creativity, peace, life, etc. Beside the blue, most commonly used color.
Red is extremely emotional. It has a wide span of meanings; from love and courage to danger and evil. For some people it represents victory. In web-design, red is used for banishment, prohibition and for some important definitions and explanations. It represents Christmas-time and stability, strength, warm, fire, blood, heart, emotions, sainthood, menace, hell, rage, respect, aggression, high energy, communism, passion and St. Valentine’s Day.
Typography is a term that can be defined in many ways. Most commonly is defined as a science of letters or the art of use of typographic letters. It is a skill of composing, creating, shaping and functional use of letters. Nevertheless, main goal of typography is to find most effective method of perpetual use of typographic material(leaden and digital symbols). Some of the definitions are: ” Art of selection of an appropriate letter for certain project, its organisation in a direction to realize a most effective communication and to be pleasing to the eye.”; “The art/discipline about influence of a text, especially printed text, against the reader.”
Orange is a combination of red and yellow, so it is not as strong as red, but it still bears energy and strength of yellow. That makes orange very flexible. This color is firmly connected with the haloween holiday because it is a color of fire and pumpkins. It is also concidered as an autumn color. Orange represents sun, friendship, energy, earth, warm, fire, luxury and sociality.