Understanding Color Theory in Graphic Design and Marketing

Understanding Color Theory in Graphic Design and Marketing

Color theory serves as an essential cornerstone of graphic design, providing designers with a strategic framework to effectively convey ideas and emotions. This exploration delves into the fundamental principles of color theory and its practical uses in marketing, specifically in crafting visually appealing designs that establish robust emotional connections with consumers.

The Core Principles of Color Theory

Color theory is a structured framework that explains the intricate relationships between colors and the governing principles that regulate their interactions. By discerning the meanings and emotions associated with colors, designers can wield this knowledge to infuse their creations with intention and resonance.

Navigating Color Models

Color models are indispensable tools that aid in comprehending and manipulating colors. While several models like Red-Green-Blue (RGB) and Cyan-Magenta-Yellow-Black (CMYK) offer distinct perspectives, the focus here is on the Red-Yellow-Blue (RYB) model. This model, which consists of the primary colors red, yellow, and blue, is the fundamental basis of the color spectrum. The blending of these primary colors yields secondary colors such as green, orange, and purple, while the mixing of primary and secondary creates tertiary colors (Yellow-Green et al., etc.)

The Psychological Impact of Color

Beyond aesthetics, color wields a psychological influence, evoking diverse emotions and reactions. Research conducted at the University of Kansas highlights how red sparks excitement and arousal, while blue evokes a calming effect (Mehta & Zhu, 2009). Additionally, the Journal of Environmental Psychology underscores yellow’s association with cheerfulness and warmth and green’s affiliation with calmness and relaxation (Evans & David, 1999). This understanding enables designers to strategically employ color to evoke specific emotional responses from their intended audience.

Color Theory in Marketing Context

Color theory is of great importance in marketing. Findings published in the International Journal of Design emphasize the impact of color combinations on design effectiveness, underscoring the pivotal role of color harmony (Gedeon & Ling, 2018). Moreover, insights from the Journal of Marketing underscore color’s influence on brand identity and its potential to shape consumer perceptions and behaviors, underscoring its central role in marketing strategies (Aaker, 1997).

A Multicultural Lens

The complexity of color theory is further compounded by the need to understand cultural differences in how colors are interpreted. Colors have different meanings and connotations in different cultures, which adds to the power of color to communicate. For example, red symbolizes luck and celebration in Chinese culture but may signify danger or urgency in Western societies. This highlights the importance of designers considering the cultural context of their target audience to ensure that color choices resonate harmoniously and avoid unintended misinterpretations, thus enhancing cross-cultural communication.

Color theory is a key element of graphic design and marketing. By understanding the relationships between colors, their psychological impact, and how they can be used to create compelling designs, designers can create designs that resonate with consumers deeply. This synthesis of art and science allows designers to create emotional landscapes that will stay with consumers long after seeing the design.


The AD Leaf Can Help With Your Video Strategy!

At The AD Leaf Marketing Firm, we recognize the power of color theory in driving successful design and marketing strategies. Our dedicated team combines expertise and creativity to craft compelling visuals and campaigns that resonate with your audience. Whether it’s enhancing brand identity, fostering emotional connections, or ensuring cross-cultural relevance, we’re here to guide you. Partner with us to harness the full potential of color theory and propel your business toward a vibrant and impactful future. Together, let’s paint a picture of success!


  • Mehta, R., & Zhu, R. (2009). Blue or red? Exploring the effect of color on cognitive task performances. Science, 323(5918), 1226-1229.
  • Evans, G. W., & David, L. (1999). Motivational consequences of environmental stress. Journal of Environmental Psychology, 19(1), 21-29.
  • Gedeon, C., & Ling, L. (2018). The impact of color combinations on the perception of a brand’s personality. International Journal of Design, 12(3), 11-20.
  • Aaker, D. A. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.
Your Fonts Matter

Your Fonts Matter

Typefaces can make a significant impact on the success of a project, especially in the world of graphic design and marketing. As a designer, it’s important to understand why Your Fonts Matter and how it can affect the overall perception of a brand or message.

First Impressions Count

The first thing people see when they come across a project is the font. The font can influence whether the reader continues to engage with the content or moves on to something else. The right font can grab the reader’s attention, making them more likely to stick around and absorb the content and help make a positive first impression.

The font used in a project can say a lot about the brand and its values. Different font styles can evoke different emotions, and choosing the right font can help convey the brand’s tone and personality. For example, a playful font (i.e., Earth Days, Playful Child, Artapa) may be appropriate for a children’s toy brand. In contrast, a more serious font (Calibri, Baskerville, Open Sans) may better suit a financial institution. A font can also help to reinforce a brand’s identity and make it easily recognizable to customers.


Readability is important in any project, and the right font can make a huge difference. A font that is too small or too fancy can be difficult to read and make the content less accessible to the reader. If the point of your writing is to be read, it should be legible where it will be read, print versus digital. Choosing a legible font can help ensure the reader stays engaged and doesn’t lose interest in the content.

Mood and Emotion

The font can also affect the mood and emotion of the content. For example, a heavy font can evoke a feeling of strength, while a more delicate, flowing font can evoke a sense of elegance. The font can also create a sense of urgency, helping to grab the reader’s attention and motivate them to take action. By choosing the right font, a designer can help control what emotions the customer/viewer feels while interacting with the brand making it more effective in communicating the brand’s message.


The importance of accessibility is quickly growing in importance in any project, and the right typeface can play a significant role in making the content accessible to all. A font that is too small or elaborate can be difficult to read, particularly for those with visual impairments. By choosing a font that is easy to read and legible, designers ensure everyone can engage with the content.

Choosing the right font is crucial in any graphic design or marketing project. The font can significantly impact the project’s success, influencing the reader’s perception of the brand and its values, the readability of the content, and the mood and emotion it conveys. By understanding the importance of the right font, designers can help create projects that effectively communicate the brand’s message and make a lasting impression on the reader.

Why The AD Leaf?

Don’t get lost just choosing that random typeface because you like how it looks or because you saw it being used by a reputable company and think that because it worked for them, why won’t it work for you? Our team of trained and experienced designers knows what and why a specific font works (and so much more.) Talk to one of our experts to schedule a free consultation with our marketing teams; call us today at 321-255-0900.

Does Your Small Business Have a Brand Guide?

Does Your Small Business Have a Brand Guide? 

Does Your Small Business Have a Brand Guide? The FIVE Reasons why you should.  

When starting a small business, it’s easy for you to have the mentality of “jumping right in.” You want to complete and do everything to feel like you are up and running as quickly as possible. While doing all of these things can be an important factor in becoming visible to potential customers, what is more important is slowing down to ensure you are creating a branding guide for your small business. This task is often a task that is skipped and looked over. A branding guide should be the base of your business, and you can create around this guide. This step can be a step that small businesses skip, but if you take the time to complete this in the beginning, you can find yourself more successful in the long term. Here are the top 5 reasons your small business should have a branding guide. 


Having an established brand guide can create consistency with your online presence. Showing up consistently in front of your audience can show your audience and customers that you are committed to your brand and small business. Every time a customer or potential customer visits your website, comes across your business card or even scrolls your social media platforms, they are consuming your brand on top of everything else they consume on a daily basis. Showing consistency in your brand will make it more recognizable over time with your viewers. With the digital world being so saturated with influencers, other small businesses, and the daily life of friends and family, consistency will set your business apart from others. 

Setting Standards

A brand guide can contain some of the following elements, Logo, Color Palette Logo Standards, etc. This can set the standards for how your brand should be presented in all aspects of your business, whether that be digitally or in print. It might seem silly to think that you shouldn’t use extra colors or even fonts in your online presence, but even the slightest change in your brand can change how your brand is viewed by your customers. Setting standards can be a game-changer. 


Keeping your brand consistent can ensure that your brand is more recognizable by your customers. Some of the most popular brands have shown consistency in their brands over their lifetime and can now say they are recognizable to just about anyone. Some examples of brand consistency include Target, Microsoft, Starbucks, and even Google. Target is universally known in my own household, with my toddler, as the “Red Store.” They consistently use the same color, red, in ALL of their stores, branding, and digital footprint. It is so consistent that my three-year-old has already put the puzzle pieces together, and when I say we are going to the “Red Store,” she automatically knows we are taking a trip to Target. Having a branding guide that you continuously follow will help your brand stay consistent, which will, in the end, lead to being recognizable. 

Staying Focused

When you get your business up and rolling, it can be easy to get distracted with product launches, new services, or the day-to-day of what it takes to run a business. This can easily stretch a brand too thin. A brand guide that is clearly laid out can help a business owner and all of their employees stay focused on what is important. Staying focused during times that seem to be stretching your brand thin can create value for your brand. 

Adding Value to Your Brand

Brand consistency over time can create brand value. Customers and consumers will continue to purchase and re-use products that they see or find value in. If your brand is consistent and recognizable, over time, you will create brand value. The value will create lifelong customers.

It’s Time to Rebuild Your Website!

It’s Time to Rebuild Your Website!


It’s Time to Rebuild Your Website!
When was the last time you updated your business’s website?


When was the last time you updated your website? 5 or 3 years ago? With the current speed of changes in the digital world, going months without updating or adding new content to your website is way too much! It’s time to rebuild your website!

Also, it’s important to highlight that in today’s digital and aesthetic day, good design is everything. People laugh at websites from 5 years ago! It’s time to elevate your online presence and make a website that stands out. Whether you’re building a new site from the ground up or updating an old one, keeping your image sharp online can help put you at the top of your game for business.

Think about your own experience online. Do you prefer looking at images or long bodies of text? What colors stand out? Do you like those clunky buttons? Having a sleek website doesn’t have to be hard. With many easy site-building tools on the market today, it’s easier than ever to get an up-to-date look for your online hub. And if you can’t put in the time or don’t quite understand how newer tech works, The AD Leaf Marketing Firm can help with web design too!


Why It’s Time to Update That Old Site

  • First impressions are EVERYTHING.

When a customer searches for your product, the first thing they will see is likely your website. Taking advantage of this is crucial in today’s digital world; even word of mouth will lead to potential customers searching for your site for hours of operation, products, and more. Creating a website that answers these questions in a good-looking package means that consumers will have a more enjoyable experience browsing your site. Happy customers = good business. 

  • Your SEO Will Benefit.

SEO, or search engine optimization, is one of the most important factors in making a website. Everything down to the code used to build your site needs to be SEO-friendly to get the best online visibility. Marketing teams like The AD Leaf can help your website rank higher in Google, Bing, Yahoo, and other searches by utilizing key phrases and words. Making sure your website can be found is a great way to reach new and existing customers with good web copy, new blog updates, and more. 

  • You’ll Come Across Better to Customers.

If you put in the time to create a good-looking website, your audience will know that you will put in the time for them too. The best websites are created with the reader in mind; everything from button placement to how the content is written is crafted to make the browsing experience more enjoyable. With a bright, welcoming website, your customers will feel welcomed as if greeted by a friendly customer service representative. On the other hand, an old, forgotten page can come across as untrustworthy.

  • It’s Important to Keep Up With Competition.

Think about this: your competitors probably already have updated websites. With the push for more and more online services, the demand for website development has skyrocketed, meaning you might need to catch up. Don’t be left in the dust. Update your site as soon as possible to avoid missing out.

  • It Creates a Consistent Image.

Having a website accessible from a laptop, phone, tablet, or any other internet-using device is part of being up-to-date. Being visible on all platforms will help your brand stay consistent, creating a better image for you and your product. Combining a fresh new site with high-quality graphic design can be the best way to elevate your brand.

  • Your Audience Will Trust You More.

Let’s be honest. People don’t trust sketchy websites. Just like a house, customers who don’t feel comfortable on your website will leave it. A cluttered, dusty shop isn’t going to sell as much as a shiny new one, no matter the product’s quality.


Like an interview, you want your business to make its best first impression. In today’s digital age, people increasingly turn to the internet to search for products and services. Keeping up with current design trends and digital interfaces can help put you ahead of the competition. Whether creating your own site from an easy online source or taking advantage of creative services like ours, get your site up to snuff for the new year.

3 Problems that Graphic Design and Good Branding can help solve for your Business

Problems that Graphic Design and Good Branding Can Help Solve

“There are three responses to a piece of design – yes, no, and WOW!

Wow, is the one to aim for.”

Milton Glaser

Problems that Graphic Design and Good Branding Can Help Solve: Time

The old wives’ tale that time is money has never been so true when talking about running or owning a small business. You find yourself constantly looking for ways you can save time. Graphic Design and Good Branding can help save you this time. Although Graphic Design, Logo Design, and Branding can seem daunting at the beginning of your business venture, doing this leg work can save you time in the future when you are getting prospective clients or customers to buy or sign up for your services.

If prospective clients or customers are reaching out and asking what your services are, this could indicate that they might have a problem with your presentation or your brand. Your presentation always leads back to your branding. For example, you might be taken aback when you first look at the Portland Trailblazers logo. Their name implies “trailblazer” (a type of horse), but their logo doesn’t look like a horse. Although the actual meaning behind the logo is significant, it implies five players on one side, playing or interacting with five players on the other side. It, unfortunately, doesn’t read easily and can be quite confusing.

Having a logo with the meaning behind it is always great, but it also lets consumers know who you are and what you do. When you combine both aspects (who you are and what you do) into your branding, you are on the right path to saving time and getting right down to the fun part, business. 

Problems that Graphic Design and Good Branding Can Help Solve: Standing Out From your Competitors

Starting or running your own small business can be very exciting and scary at the same time. Whether you are selling goods or providing services, the most important thing you will need, no matter what you do, is customers or clients. Do you own a plumbing company but are also in competition with fifteen other plumbing companies in your local area? What about your business will make the prospective client or customer call you instead of someone else?

Standing out from your competitors in a saturated market can be very difficult. If we dive deeper into plumbing companies, most consumers never think twice about plumbing services until they need a plumber. If you have a pipe burst in your bathroom or your toilet starts to overflow. For most, panic will start to set in. After the need for a plumber comes into play, recognition is the next step. Do you have a memorable logo, a trendy song in your commercials, or a brand consistently showing its customers that you can solve their plumbing problems? Recognition is the first step in standing out. Does your overall “look” and brand go across all of your marketing platforms? Are you consistent with your brand? During a time of panic, the prospective client or customer will always go with the plumbing company that presents itself professionally and consistently shows prospective customers and clients that they can solve their plumbing problems. 

Problems that Graphic Design and Good Branding Can Help Solve: Becoming and/or Being Memorable

You are now at the point in your business “life” where you have clients, but you are now looking for those clients or customers to come back. Is your business memorable? Is your logo memorable? Some might say that your great customer service will continue to bring customers back, but can you solely rely on this? When you think of a great coffee shop, most consumers think of Starbucks. They have great customer service and amazing coffee, are recognizable across the United States and the world and are consistent and memorable. You can start working on consistency now that you have the “recognition” part of your business.

Road trips are one of my favorite pastimes. I love to travel. While traveling, I am normally looking to stay awake. I correlate staying awake with coffee. While traveling, the only symbol that I look for on the interstate is the Starbucks logo. I don’t even need the “Starbucks” typography written below it. I know the logo because they are consistent. When I see it, I recognize it right away. I know who they are, what they sell, that they have great coffee, and who doesn’t like it. With Graphic Design and Good Branding, you can also be on the right track to attracting your customers and becoming memorable.

Why The AD Leaf? – 3 Problems that Graphic Design and Branding Can Help Solve

With these three problems solved for your business, you can now focus on the task at hand, running your business. At The AD Leaf ®, we can create any design that any company would be proud of and continue to use in the future to save you time, stand out from your competitors and become memorable with their clients or customers. For more information about our graphic design Melbourne, FL solutions, contact us at info@theadleaf.com or call 321-255-0900.

The Pitfalls of a Bad Logo Design

The Pitfalls of a Bad Logo Design

The Pitfalls of a Bad Logo Design
The Pitfalls of a Bad Logo Design


Everyone has a face, and that face, whether fair or not, is the first step to gaining trust. So we shave, cleanse, and smile to put our best foot forward to build loving, trusting relationships. The same should be brought into your business utilizing graphic design. However, what exactly is a logo and or trademark? Who is a trusted source to bring a face to your company? No matter your product or company size, a bad logo is the most expensive asset you could ever obtain. A poorly designed brand or logo can make or break a company.

What comes to mind when I say Nike? The Swoosh. What comes to mind when I say McDonald’s? The golden arches. Even though I stated the singular name of the company, you unconsciously accepted both a trademark and a logo. As in the case of NIKE’s branding, the Swoosh is the trademark, and the lettering/typeface is the actual logo. The logo comes from the ancient Greek ‘Logos’ meaning word. As you can see in our modern society, the two have become almost interchangeable.

Many people, to their detriment, regard the logo as secondary in nature to the running of the business itself. They have an image of something they feel would properly represent themselves as an entity. A graphic designer takes the client’s good intentions and makes that message palatable and inviting across all platforms. Building trustworthy relationships between client and designer and client and their consumers. However, you might never see your business’s true value or highest potential until you trust a real designer to find the true motivation, direction, and audience behind the company.

Hiring the right designer or agency to market your company is important as a business owner.

A poorly rebranded logo or a bad logo can destroy a company. I tell my clients that if they have a poor logo that doesn’t properly convey the value of their business, everything their logo touches is a waste of money. Most people, in this case with little to no understanding of the issue, believe they just need to be put more in the spotlight, so they throw more money at the problem, not realizing they are plastering the problem to everyone on everything speeding up the demise of their company.

No matter how big or successful your company is, nothing is more expensive than a bad logo design. A logo or trademark that is simple, elegant, and projects the full spectrum of the value you provide is an investment that will allow you to focus and scale beyond your goals and not hinder you to the pages lost in chapter 11. You should run your business with the help of a seasoned, trusted marketing agency.

The AD Leaf Can Help!

Contact us today to help develop and implement any Graphic Design needs your business might need! Talk to one of our experts here at The AD Leaf by clicking here! To schedule a free consultation with our team, call us today at 321-255-0900.

How Graphic Design Benefits Your Business

How Graphic Design Benefits Your Business

How can Graphic Design help my local business? This a great question that all local business owners should ask themselves! Some people might think that graphic design services are trivial for your business. That’s not true. The correct graphics and visuals for your company can help sell your product more efficiently than any amount of words can. It’s a matter of having the correct guidance to walk you through your company’s (re)branding, and The AD Leaf® can be that guidance.


How does Graphic Design Benefits Your Business As A Good Introduction

Local businesses’ number one goal is to give their customers the best services to increase their sales and, in turn, their revenue. Also, it increases the chance of a customer becoming a recurrent customer. But first, they must have a good introduction and impression.

Look at your logo and branding. Do they speak volumes about your company? Do the logo, colors, and imagery tell a story about your company when it was created, about how it currently is? First impressions are important to everyone, especially to customers.

Say there are two businesses next to each other, one with great branding that fits with how you feel the company should be represented and another with unappealing branding that feels relatively out of place. Which company would you likely check out first? And that is where graphic design comes into play. That’s where The AD Leaf® comes into play, our goal is to create the face of your company, and with our tools and knowledge, we’ll create the perfect logo, design, and branding that represents your company and the story that you want to share with your customers.

How does Graphic Design Benefits Your Business? – By Building Trust

Look at some of the biggest brands: Apple, Target, Coke, etc. Their logos and brand don’t just work; they relate what they do and how they do it to you, with only a look. 

Apple, with their straightforward apple with a bite taken out of it, often without “Apple” written anywhere near it. Stark, high-contrast designs with their product given the spotlight. Target’s target is to let you know that you have hit a bullseye by being there. The abundance of white allows the strategic use of red to convey energy and draw your eyes around the store. Both of the previous designs have been reworked over the years. On the other hand, Coca-Cola has had the same logo since 1891 and the introduction of its red in 1934. Keeping their longstanding branding tells customers they know what to expect; Coke is the same today as it was yesterday and will be tomorrow.


Graphic Design Puts Your Customers First

There was a time when there was no internet and no smartphones. Customers had to go to companies to seek information and to inquire if they would a great deal for the products or services that the company provided for their money. Not any longer. Today, you, as a local business, should always put your customers first. Again, we do this by having eye-catching graphic designs. You must realize that it’s not only to make your company look good but also to solve your customer’s problem and make the sales process seem effortless. A well-designed website will make it much easier for your customers to understand how you can serve them without them knowing it. Our graphic design team understands human psychology, and we know how to implement our knowledge through our graphic design skills.


Throughout the years, there have been different ways to get your customer’s attention and support; having a great product, superb customer service, or the best prices all work to turn a one-time customer into a repeat customer. Branding has been a primary way, since the 1500s, to turn that person into a customer. Today, as a local business, you should always put your customers first. Again, we do this by having eye-catching graphic designs. You must realize that it’s not only to make your company look good but also to solve your customer’s problem and make the sales process seem effortless. A well-designed website will make it much easier for your customers to understand how you can serve them without them knowing it. Our graphic design team understands human psychology, and we know how to implement our knowledge through graphic design skills.

If your business needs graphic design services, contact The AD Leaf® by clicking here or calling us directly at (321) 255 0900, and we will happily work with you to drive your company to the number one spot in style.

How does graphic design services elevate my business?

How Does Graphic Design Elevate My Business?


In today’s highly competitive business world, it’s more important than ever to make an excellent first impression. One of the most important ways to do that is through graphic design services. Whether it’s creating a logo, designing a website, or developing an advertising campaign, graphics can help your business stand out from the crowd. 

But What Are Graphic Design Services?

Design is all around us, in the logos we see on products in the store, on the websites we visit, and in the apps we use on our phones. It’s everywhere, and it’s an essential part of our modern world. But what is graphic design, and why do we need it?

At its best, graphic design is all about creativity and communication. It’s about finding new ways to capture people’s attention and communicate your message in a way that is both visually appealing and memorable.

Design is all around us, in billboards, logos, packaging, and more. It’s a crucial part of marketing, as it helps to communicate information about a product or brand in a visually appealing way. Graphic designers use their creativity and technical skills to create designs that are both eye-catching and informative.

It is the art of creating visual content to communicate messages. It involves a creative and systematic plan to solve a problem or achieve specific objectives using images, symbols, or words. Graphic designers use various methods to create and combine words, symbols, and images to create a visual representation of ideas and messages. They may use typography, visual arts, and page layout techniques to create graphics. Typical uses of graphic design include identity (logos and branding), publications (magazines, newspapers, and books), advertisements, product packaging, and websites.

In short, graphic design can help you reach your target audience and achieve your business goals. So if you’re looking to give your business a boost, consider investing in some good graphics.

How Do Graphics Benefit My Business?

Good graphic design art can set your business apart from the competition. By creating a visually appealing brand, you can communicate your company’s values and mission to potential customers.

In today’s world, first impressions are more important than ever, and a well-designed logo or website can make all the difference. Graphic design can also help target specific markets, as different demographics respond to different images and messages.

With the help of a skilled designer, you can create marketing materials that will reach your ideal customer base and help your business to grow.

Why Do I Need Graphic Design?

Graphic design is essential for businesses of all sizes. From start-ups to established companies, a professionally designed logo and website help to create a solid and recognizable brand. Design assets can also be used to produce marketing materials such as brochures, flyers, and posters, which can help to raise awareness of your business and attract new customers. 

There are many reasons why graphics are essential. For businesses, it’s a way to stand out from the competition and attract customers. For individuals, it can be a way to express themselves creatively. And for society as a whole, it can be used to communicate messages of importance (such as public service announcements or awareness campaigns). Whatever the reason, graphic design plays a vital role in our world today.

By investing in graphics, you can give your business the competitive edge to succeed. 

94% of first impressions people make on your company are based on graphic design.

Examples of Assets:

  • Logos
  • Business Cards
  • Print Design (flyers, billboards, letterhead, signage, and banners)
  • Web Advertisements
  • Promotional Item Design (apparel, pens, koozies, etc.)

Graphic Design Assistance

Good design is imperative to a company’s branding and marketing strategy. It can create trustworthiness with customers and help to set your business apart from the competition. If your business needs graphic design, The AD Leaf can help. We have years of experience creating beautiful, compelling graphics that reflect the essence of businesses. Contact us today at 321-255-0900 or email info@theadleaf.com and ask about our graphic design services.

logo design

How a Good Logo Defines Your Business

Wondering how a well-designed logo will benefit your business? Every business needs a logo to be successful, but having a professionally designed logo one will help propel your business to success. Having an established logo is worth every penny of the investment. In fact, 50% of consumers are more likely to patronize a brand with a logo that they recognize. 

Logo design is essential to branding. The logo tells it all: what your brand does, represents, and values. It shapes how people perceive you and your business, which in turn impacts their experience with the product or service that you offer them – be it through words on an advertisement or website page. Anything that has your logo on it impacts the consumer in one way or another.

When people say “not to judge a book by its cover,” they usually do anyway, and logo design is the same. The logo for your business needs to be impactful and memorable, as it sets the tone for the rest of your brand. There’s a reason people can remember logos from big brands instantly. 

An unprofessional-looking logo can also damage customer confidence, as they may question how well you will deliver on products or services rendered at their request.

So, what aspects of a logo should you consider?


A brand color palette also plays an integral part in branding, as it creates a visual experience for the consumer. Think of the most iconic brands: that specific blue linked to a particular jewelry store, or yellow golden arches, a blue arrow. Those brands come to mind immediately without even having to say the name.

The color of your brand is not something to take lightly. Colors can help shape mood and subconsciously shape action. For example, blue invokes honesty, loyalty, and trustworthiness, whereas yellow relates to cheerfulness, serenity, and warmth. 

Not only is the color important, but the saturation of colors is another aspect to take into account. Saturation is how vibrant or dull a color looks. Fully saturated colors are in their purest form, rich and bright, while low saturated colors will look more gray and dull.

Your logo should be viewed on light and dark backgrounds, over pictures or video, and on your products. This is why having variations of your logo (black, white, and full color) is vastly important.


Something as simple as an apple or the letter “f” has been turned into some of the most recognizable logos in the world. 

When creating a logo, look in the direction of simplicity. Not only will it help the consumer remember the logo better, but it is more visually appealing than a cluttered logo that looks like it has been designed with no intention in mind. Consumers will know that you are serious about your brand and them.


Typography is more important than people realize. Choosing a font for your logo can be challenging but worth it in the end. It may seem tedious when a graphic designer sends logo variations with nearly identical fonts, but type plays a crucial role in overall branding.

The type should not only reflect your brand, but it should be visually appealing as well. Careful arrangement of typography ensures that your design is well-organized and makes it more engaging. Considering different aspects like font selection, color contrast between blocks and fonts, and blank space produce a better visual experience with users.

Readability is a crucial factor when choosing a type for your logo. Script, display, and gothic fonts tend to be harder to read, while serif and sans-serif fonts are easier to read.

Logo Design and Branding Assistance

A well-designed logo is a vital part of any company’s branding and marketing strategy. It can create trustworthiness with customers and help to set your business apart from the competition. If you need a new logo or want to update your old one, The AD Leaf can help. We have years of experience creating beautiful, simple logos that reflect the essence of your business. Contact us today at 321-255-0900 or email info@theadleaf.com and ask about our Graphic Design services.


Stock Photography: Silent Brand Killer or Time-Saver?


As a business owner, there’s a myriad of decisions that fall on your shoulders from financial decisions to branding decisions. At the end of the day, you may find yourself wanting to slap on any photos for marketing to pair with your social media posts. But before you press that “Post” button, let’s dive into the Stock Photography vs. Original Photography debate.

First things first, why can’t we simply copy and paste any photo from the world wide web? 

Avoiding Copyright Infringement

The photos that we see on online publications are copyrighted and are unable to be used for commercial and marketing use. Using these photos without the permission of the photographer, company, or publication could result in a hefty fine or further legal action. This is typically when companies look to stock photography. Let’s look at the pros and cons, shall we?


The Pro’s and Con’s of Stock Photography

Stock Photography can be a great tool to lean on when deadlines are tight. It can save you an hour’s time of messing with a camera and worrying about copyright when you just need two posts worth of photos. Sprinkling in quality stock photos to buff up your volume of content certainly won’t damage your brand credibility, however, it’s important to sift through stock photography libraries. If the image isn’t blending in with the rest of your content or branding it’ll stick out like a sore thumb. We’ve all seen those generic photos of a group of “business associates” that are giving their best faux laugh with a thumbs up. 

The last thing you want when a consumer comes across your marketing content is generic. It cancels out your credibility of providing customized customer relationships and takes away the originality of your brand that you’ve worked so hard to build. Furthermore, nothing is more embarrassing for a company than when they realize their landing page has the same smiling employee as a competitor company in another state. With the public consuming so much content in a day, you’ll be surprised at how quickly consumers of all ages can spot stock photography usage. 


The Pro’s and Con’s of Original Photography

Many business owners think that the option of original photography is an expensive and time-consuming process searching for the right photographer. Websites, such as Fiverr, are a great place to find photographers! You’ll be able to analyze their style, read reviews from past clients, and even find a product photographer for as little as $30. Think of this as a legal investment now that you’ll have complete ownership of photos that you’ll be able to use more than once. Working with a photographer will also assist in expanding your brand aesthetic that consumers can recognize without seeing your company’s name. These photos can present your service or product in your perspective. This is a part of laying down the foundation for building trust and familiarity with customers. 

Due to the majority of people having a smartphone, there’s no reason to not have photos of your product or your employees in action while they carry out a service. By typing in “Basic Smartphone Photography” on Youtube, you’ll be provided with countless quick lessons on how to take the proper photo. Allow yourself to present your own point of view and indulge in your inner creative.


Stock Photography vs. Original Photography

 In the end, your own photos for marketing will perform better than stock photography. A while back we had a client that was reluctant to provide his Social Media Specialist with photos of his employees while they were working but was unsatisfied with the performance of their social media platforms. They finally decided to send one photo and amazingly enough, the response and engagement were twice that of any previous stock imagery the Social Media Specialist has used in the past. 

A study recently conducted by “Marketing Experiments” compared the response of consumers to a stock image of a woman vs a picture of a company’s founder. Consumers were 35% more likely to sign up for a free consultation when the founder’s photo was used. Even though it wasn’t likely that visitors would be conversing with the founder, they were able to connect with a real person from the company.

All in all original photography not only saves you money in the end but is a testament to your commitment to being a trustworthy, premium content company. There’s no need to ban stock photography from your marketing content, but you’ll find the best engagement success online with photos taken by you or by a professional. 

Still intimidated by the decision on which images to use? At The AD Leaf ®, we have a team of Social Media Specialists who thrive off of cultivating premium content for a variety of businesses. Let’s work together on expanding your company’s presence online! Give us a call at (321) 255.0900 or, set up a consultation by emailing us at info@theadleaf.com. We look forward to hearing from you soon!