Graphic Design is a something that can make or break a business. The design or athletics of something is the first impression your customer has of your business and therefore is at the forefront of any brand. Today I’ll be explaining how design can majorly influence a consumer.


Shapes & Lines

The first thing you will see in a design is the line work, yes you could say that you see colour first but the lines in a design dictate where the colour is, when you see a McDonald’s logo you may think you see yellow first but the lines create the shape of an ‘M’. The shapes and lines used in design are just as important as colour as they also portray emotion and a message along with controlling and separating the colour for example: using only curved lines in a design can portray a relaxed/calm, friendly or playful design, whereas using sharp lines and corners will give a more intensive, bold and serious design.



Serif Fonts 
Looking at the letters of fonts like Times New Roman you can notice short lines at the top and the bottom on each letter. These short lines are called serifs – so if a font contains those lines, it’s definitely a serif font. Serif fonts usually have a formal feel, that’s why they are commonly used in formal correspondence where prestige and classiness are important. Serif fonts are perceived by users as a rule as delicate, beautiful and expensive.


Sans Serif Fonts 

A group of fonts that do not have serifs are definitely sans-serif fonts. In comparison with others groups, the sans-serif font is best to be used on the screen. While serifs interrupt the flow of reading from a screen (though they create the flow in print), sans-serif fonts create a clean and intuitive reading process on the screen and they are perfect for headlines and body copy. Usually, readers perceive these fonts as rugged, relaxed, warm, cheap, cool and young.


Script Fonts

The fonts of a script group are cursive fonts and are best for the screen use. These fonts produce an elegant feel and are appropriate for headlines and some decorations. Readers usually characterize these fonts as feminine, beautiful, expensive, soft, delicate, relaxed, quiet, happy and old.


Decorative Fonts 
When you see the font that cannot be referred to any of the groups mentioned above then it’s definitely a decorative font. Mostly, decorative fonts are custom creations. As a rule, these fonts are used to build a visual theme for your design. They are great for headlines but are almost senseless for the body copy. Readers usually characterise these fonts as joy while others make the reader feel disgusted.



Colours are very important. As a graphic designer, when I see a design that contains too many colours I immediately look away, it creates a messy and confused emotion. A business should be able to decide on 3 colours that represent their brand. The colours you chose for a design must be associated with your brand but if you find you are running out of colours to use it is expectable to lighten or darken the tone of the colours. As part of our design consultation, JM will normally create a collage of colours and ideas. Certain colours also represent certain emotions and feelings. Below is a nice colour emotion guide that explains this.


How Design Influences?

The design of everything makes a huge impact on your consumer’s opinion. While the conscious elements like layout, content, and readability will matter, there are also subconscious ways that your audience can be affected by your design. When people first come to your website, read a flyer or open a brochure, they will make a conscious decision as to whether they want to keep reading or turn away on their subconscious reaction to the design. Our goal is to create designs that make the viewers intrigued and interested in what you have to offer.


For more information regarding our design services, please visit


Hopefully, that helped you to understand more into the mind of a graphic designer, however, if you have any questions please get in touch on 01283 670604 or drop us an e-mail at: