Forget the guesswork—here’s how to pick visual elements that look good, feel right, and stick in your audience’s brain.

Let’s be real: building a visual identity from scratch can feel a bit like walking into a paint store and being handed a thousand swatches with the instructions, “just pick what feels right.” But what if everything starts looking the same and nothing feels quite right? That’s where this post comes in.

If your brand identity is the story, your visual elements are the cover, the typography, and the vibes. They set the tone before you say a single word. So let’s walk through how to choose them like a pro (minus the designer jargon and existential design spirals).

Start With Strategy, Not Style

Before you dive into the aesthetics, let’s pull back. The question isn't "What color do I like?" It's "What do I want people to feel when they interact with my brand?" Ask yourself:

• Who am I talking to? (Your target audience)

• What do I stand for? (Your brand values)

• How do I want people to describe my brand? (Your brand personality)

Lock those answers in, and suddenly the sea of visual options gets way less murky.

Know Your Audience Like You’d Know Your Best Friend

If you’re trying to reach new moms who love minimalist design, your neon punk palette probably won’t click. If you're targeting tech-savvy Gen Z creators, beige everything won’t cut it either. Ask:

• What are their design preferences?

• Where do they hang out online?

• What brands do they already love?

This isn’t about copying—it’s about aligning. When your visuals speak your audience’s language, they lean in. When they don’t, they scroll past.

Choosing Colors That Feel Like Your Brand

Color is emotional. And psychological. And yes, a little bit magical. Pro Tip: Pick 1–2 primary brand colors, 1 neutral, and 1–2 accent colors. This gives you range without chaos.

Fonts That Match Your Brand Voice

Fonts are the unsung heroes of your brand’s tone. They whisper (or shout) your brand personality before your copy even kicks in.

Choose:

• One headline font that packs personality.

• One body font that’s easy to read.

• Optional: An accent or decorative font for small pops.

Stick to no more than 2–3 fonts overall. Any more, and things start looking like a group chat with too many opinions.

Imagery: Tell a Story, Not Just Fill Space

Your visuals should do more than look nice, they should say something. Ask:

• Are these photos aligned with our tone? (Polished? Candid? Whimsical?)

• Do they feature people who reflect our audience?

• Do they tell a story or evoke a feeling?

Stock Photos Are Fine If:

• They don’t scream "stock photo"

• They match your visual vibe

• You edit or crop them for brand consistency

If you can swing it, a custom brand shoot is gold. But with intentional sourcing and consistency, you can make stock work too.

Bonus: Logos, Icons, and Graphics

These are the cherry on top—but they matter.

• Logos should be simple enough to work in black-and-white and clear enough to be recognizable at a glance.

• Icons should be consistent in line thickness and style.

• Illustrations or textures can add warmth or personality—if used intentionally.

If it doesn’t add clarity, beauty, or meaning, skip it.

Pull It All Together With a Brand Style Guide

Once you’ve got your colors, fonts, images, and graphic styles locked in, put them in a simple brand guide, even if it’s just a Google Doc. Include:

• Brand colors with hex codes

• Font names and usage rules

• Logo variations

• Image mood board

• Example social or web layouts

This keeps your brand looking sharp even when different team members (or freelancers) are creating content.

TL;DR: The Visual Element Checklist

Here’s your no-fluff, high-impact cheat sheet:

✅ Know your audience
✅ Define your brand personality
✅ Choose 1–2 hero colors, 1 neutral, 1–2 accents
✅ Pick 2–3 fonts max
✅ Use consistent imagery that supports your story
✅ Create a simple brand guide to keep everything aligned

Remember, clarity beats complexity. Choosing the right visual elements isn’t about being trendy. It’s about being true—to your audience, your message, and your personality. When you get that right, your brand starts doing something pretty magical: it begins to feel familiar, trustworthy, and memorable. Even better? You stop second-guessing every Canva decision and start creating like a pro.