Remove compassion-vs-empathy
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What is Brand Identity and How To Create a Great One: A Complete Guide for Marketers and Businesses (2019)

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A critical part of using personas effectively is empathy. Sans-serif fonts evoke an informality that works well for blogs, personal websites, and casual business cultures. This color evokes love, compassion, romance, gentleness, and sophistication. Thin vs thick lines. Straight vs curved lines.