Quick Tip:

Keeping your branding consistent across all platforms, especially websites, is how you can build trust with your audience and start to build brand recognition. We all recognize the Amazon branding, even when it’s just the yellow arrow.

The more recognizable your brand is, the stronger it becomes.

It’s best to use two fonts on your website - one for headings and one for body copy. Your headings should get smaller as you go down the page, based on the importance of the information. There’s a hierarchy to website fonts:

• Heading 1: The largest, used for page titles (only once per page).

• Heading 2: For section titles.

• Heading 3: For subtitles.

• Heading 4: For list titles or subheadings.

All of your heading fonts should be the same family. You can use bold or italics, but if you’re going to bold Heading 2, make sure it’s bold across your entire site.

The same thing applies to body copy:

• Paragraph 1: used for emphasis

• Paragraph 2: most of your body copy will be this

• Paragraph 3: used for disclaimers

For colors, assign them a role on your site. Use the accent color in your palette for buttons, choose 1-2 combinations for background colors and body copy. Make sure the body copy color is legible on the background color! Sometimes, it’s hard to see certain colors when they’re small.

For accessibility, use a color contrast checker (like Adobe’s) to make sure the color is good for small or large font sizes. Make sure your fonts are large enough to be read on any screen size - keep your minimum font size at 16px (except for disclaimers).

The main thing with applying your branding to your website is to be consistent. Buttons are always a certain color. The same background/font combinations are used on each page. Font styling is the same each time it’s used.

You can break these rules (I’m all for it!), but be strategic about it.