FinTech Branding 101

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We may not realize it, but design plays a huge role when it comes to marketing a brand and its products. Thanks to social media and advanced technologies, it is so easy for a business to make it to the top just by having an eye-catching identity. This is one of the crucial reasons why it is so important for FinTechs to make sure their design game is up there and up to date.

 

Nowadays, grabbing the attention of younger generations is the most efficient way of increasing a company’s recognition. They are more likely to get attracted to brands that align to their own needs and values and/or are simply very cool to look at! However, they often find financial terms very confusing and hence, tend to run away from anything that is related to it. This is where creativity comes in handy for FinTechs; a brand or a product with aesthetics naturally becomes more approachable and fathomable. Making clever choices when it comes to designing the brand is key and will benefit in becoming more relatable to the audience.

 

The color scheme

So, what can a smart choice of colors be? Colors have a great impact on one’s emotions and behavior, this is called Color Psychology. A very easy example of this can be the traffic light colors and how people react to them; the red light gives a sense of alarm indicating danger, while the green light implies that it is safe to move. Similarly, in most UI designs, a red button would be used for canceling or deleting something, whereas colors that create positive energy are used for buttons such as “accept” or “done”. Thus, in the perspective of branding, picking the right palette can greatly affect the relationship that a company wants to build with their customers. Notice that most FinTechs tend to use tones of green, blue and purple as these colors often imply trust and loyalty, assuring customers that they are dealing with a company that they can rely on. This is also obvious in TG’s branding, where our primary colors are the blue tones with the teal accent color.

The design elements

To complete the whole experience of a brand identity, it is important to carefully consider other elements of design such as fonts, icons, illustrations, etc. It may sound unrelated, but these elements can actually assist in setting the right tone for the brand. For instance, most corporate companies use designs that consist of crisp shapes and elements usually with serif fonts, creating a sense of seriousness. Whereas most FinTech startups prefer to use funky character illustrations or other modern illustrations paired with bold sans-serif fonts to have a more chilled out presence. Essentially, this tone should remain consistent in the company’s designs since this is what the audience would expect through out their experiences with the said company.

 

Additionally, it is quite a challenge to make financials look more understandable to different customers. One way to tackle this is by making the right design decisions and using smart marketing strategies. People tend to prefer more visuals to understand these kinds of topics rather than reading through lists of numbers and chunky paragraphs. Hence, translating financials and puzzling terminologies into creative artworks and charts is a point that helps elevate a brand as a whole.

All in all, FinTech being a new market that everyone wants to be involved in, it can become tricky to design a unique and friendly brand. Nonetheless, the best part of designing is in the challenge, and the ability of being creative within the field is what makes it interesting

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