The Site Logo is the “brand” of the website that captures your business in a single graphic/visual. The Primary Logo always take preference. Where the Primary Logo can’t be used, the Secondary Logo will take its place.
The Site Icon is the “bookmark” for your website as it appears in the browser tab.
The Primary Colour is the main “look and feel” of your website and your business. The Secondary Colour(s) act to complement the Primary Colour.
It is recommended that the Primary Colour and Secondary Colour(s) complement the Site Logo and Icons for better design consistency.
Font Size generally conveys relative importance. The bigger the size of the font, the bigger its relative importance.
Font Colour generally highlights the purpose of the text. Primary and Secondary colours are used for Headings and supporting text. Text colour is used for body text, and Accent colour is used for Call-To-Action elements such as buttons.
Font Styling generally follows the corresponding match in Font Colours.
Font Selection Approach: Think of the “theme” of the website. Is it scholarly, is it dynamic, is it minimalistic?
Primary and Secondary should be same Font Family, with Primary being bolder and perhaps Uppercase. Secondary is less bold and Normal.
Text should always be easy to read Font.
Accent should contrast Primary and Secondary and (only) used in buttons, so as to make them stand out even more.
In virtually every case, buttons are the element with which your website visitors interact with in order for them to take the desired Call-To-Action.
The Primary Call-To-Action is the main “money-making” action you want your visitors to take. The Secondary Call-To-Action is (generally) anything that guides/encourages the visitor towards taking the aforementioned main action.