If you want to be a Creative Director who has the air of the ‘60s and works with a famous agency on Madison Avenue, you should go ahead and investigate the creative spirit of what marketing means. Back when marketing strategies used to mean only intelligent copywriting and artsy advertising, many people had an eye for fine details. Knowing which colors to use for marketing was and still is extremely important for conveying your brand’s message. However, choosing quality fonts is an equally important marketing tactic that is often overlooked. Typography is crafted very interestingly and captures everyone’s attention, as it instills emotions and reinforces the message of your brand. If you want to choose your marketing material font, then you shouldn’t leave anything to chance. Many strategic considerations are asking you to be mindful when choosing the typeface that should look perfect. This article presents how you should choose quality fonts according to your marketing purposes, so dig in!
Typography is just like furniture or fashion. It has some rare exceptions to functionality, but the world no longer needs so many furniture or clothing designs, as designers are more and more interested in creating new concepts. As an artist, you can identify your own brand’s voice and make it sound just like you are organizing your values. If your company is the fun type, then you should choose a very fun font that gives your personality more flair. For example, if you are the sleek and modern type, choose some fonts supporting that sort of aesthetics. Don’t be the type of artist that says the font should reflect your brand, as this will shortlist the typefaces of the endless selections made available to you. The final selection should be something of good design taste, and you should focus on developing all sorts of visual identities. This can be done in a few simple steps, mostly by honing the perfect typeface that represents your brand.
When inspired, you need to study how typography can be useful. There are three important resources for the most advanced typography types:
Look at what other designers are doing and identify the elements of your brand’s typography work. Consider hiring type designers if you cannot make your own choice. There’s no shame in scouring the work of other designers, just like there is nothing wrong with hiring professional help.
If you want to use your brand fonts all the time and across the web, then you need to select a font delivery service. Google Fonts and fonts.com are very common. They’re services based on subscription and allow you access to many fonts’ collections, delivering fonts to web properties. These fonts are consistently rendered on all devices and web browsers.
As soon as you have decided on a font delivery service, you can start narrowing down the selection of a font from the library. Most font delivery services have all sorts of convenient ways of filtering fonts through typographic characteristics. Fonts are compared side-by-side, and then they have to be short-listed for the review.
As soon as the shortlist with potential font combinations has been narrowed down, you can create your menu card and compare your options. Make sure to see the options side-by-side, not only on screen, but also printed off. This helps with comparing combinations so that the brand has perfect fonts.When using only black and white fonts, you are focusing on how the color is impacting the appeal of each font. Color is said to influence the viewer’s behavior and psychology a lot. It’s important to understand that choosing fonts is not the same as choosing colors.
Most design scenarios are using two types of fonts. Some are for the headline, whereas others are for the body font. There could also be combinations of color variations, font weights, and two different families of fonts. It’s important here to create a visual hierarchy that’s allowing viewers to rapidly scan marketing materials, identify elements that are important, and understand just how elements are related to each other either on-page or on screen. Inbound marketers find this to be very important. It shouldn’t be about reading what’s on the page, as the people visiting your site will always look at headlines before developing any interest in the context that goes below them.
Legibility is referring to the typeface’s design model and how individual characters get distinguished from each other. The same could be for word shaping and the way words are defined. Special fonts could not work too well when it comes to the body copy. There might be some exceptions to this rule, but when fonts are chosen especially for body copy or headlines, you can use any font face type.
It’s easy to read printed works in body copies, as these have been used for decades now. Besides, they give a very classic feel to the entire design structure. Resolution and screen size often allows one to view web content in many ways, so web designers prefer the sans serif fonts for web purposes. These fonts have a modern feel and apply themselves very well to modern designs.
The legibility of fonts will always contribute to readability in general. Readability is all about how word groups get arranged on a page so that words can be scanned quickly. As soon as visual hierarchy and body fonts have been chosen for many cases, their impact on readability can be interpreted. There are many technical components for typography. These contribute to readability because letter spacing, paragraph spacing, and font size are being used.
Font size depends a lot on how the screen’s surface is displaying messages. Multiple-line paragraphs allow keeping the body font at a limited size. If there are over 70 characters per line, then the reader’s eyes might get tired of scanning. On the other hand, short lines lead to awkward hyphenations.
Just like with font size, there’s the spacing between lines of text, and this influences how easy it is to read the content. There’s space between text lines, which is called leading. Most designers prefer a 150% text size. The reader shouldn’t even notice the paragraph spacing or line-height. Typography that’s properly crafted should be focused only on function. And that function should be properly communicating the brand’s message. The text shouldn’t have much appeal and should not be in the center of attention either.
While it sounds more than obvious, contrast determines the font’s readability. It’s achieved by using color and space, and appears on pale backgrounds, being the most favorable for books and blogs so that the reader can have a simple reading experience when going through blocks of text. Only display text and headlines should be colored.
Web design that’s responsive always brings new considerations to how typography gets delivered across many devices, including 60-inch HD TVs and the smallest smartphones. All users should have a great experience reading the screen text and interacting with the marketing materials presented.
Landing and product pages, as well as some other website functions, get to be less rigid as far as text goes, as they have much more happening. Your copy’s emphasizing elements and images should de-emphasize the other elements. There should be many font sizes, depending on use cases. The main functions are primary and secondary body text and headings. Keep the primary body font at 16px or according to the font’s legibility and the function of the page. You can end up with many font sizes, whereas the colors can guide the readers’ eyes all around the page. Use your design hierarchy and implement it according to your brand’s strategy. While design principles are always universal, it’s only the process of trial and error that makes your work of art not only attractive but also functional.