Using the perfect font is essential for good digital brand marketing. It is important to capture people’s attention and font is a foundational element of this process.
Johannes Gutenberg invented the printing press in the late 1440’s and typography came to exist. Molds were created into metal type casts that made particular fonts that were used in printing. Modern technology today has allowed several versions of the same font to be created, generating typeface families. Read on for important tips on how to navigate through various typefaces to find the perfect brand and master typography in marketing.
Readability
Sans-Serif vs. Serif are two branches of font families and are imperative to good brand marketing. Readability attracts a customer’s eye and keeps them reading about the products and services being offered. Choosing certain fonts and typefaces ensures consistent readability and furthers the success of your product.
Sans-serif fonts do not have lines on the edge of text and are considered easier to look at. This increases readability and sans-serif fonts are often used in titles and subtitles for this purpose. In recent years, sans-serif fonts have become used more often in body copy on websites but are traditionally used for headlines.
Serif fonts have extra lines and detailing on the lettering and are often used in body copy because it arguably increases readability. Sans-serif fonts can often lose the reader’s eye and serif fonts ease the reading process and help people keep their place in bodies of text.
Differentiating between Titles and Body Copy is another part of choosing the best typefaces for ideal brand marketing. The title and logo in brand marketing must be distinctly different from the body text used on the website. Subtitles used must also not clash with the title or logo or it will result in a chaotic and unappealing webpage.
Kerning is the spacing between the letters of a title and is a central element to the title. The font used in the logo or title cannot be too close together or it will not be easily legible. The leading in the body copy follows similar rules. Leading is the space between lines of text and special attention needs to be taken to ensure that the space between lines is appropriate so that the text is decipherable.
Accessibility
The typography used must be accessible on different mobile interfaces. One source of type may look readable on a large mac computer yet when accessing the webpage on a smartphone, the body copy becomes illegible. It is important to double-check the accessibility of various fonts on different devices.
Many free sources of typography are not reliable on the interweb. Certain fonts are available for a limited time and then disappear due to copyright infringement or other issues and the webpage becomes unreadable. It is more viable to utilize reliable sources of typography such as Typekit, a licensed source for fonts that can be rented or purchased at a reasonable cost.
Personality
Different typefaces reflect a different company ethos. Classic and traditional fonts tend to lean towards an audience that is looking for a reliable and traditional company. Modern and Fresh type fonts lend themselves to young urban professionals looking to move forward into more futuristic company sources. Funky fonts are more stylistically creative and are appropriate for audiences that are younger and more attracted to fun interfaces. Lastly, elegant typefaces appeal to clothing companies and exudes femininity.
Consistency
Using consistent typography is vital to good brand marketing. Titles and logos should be repeated to present a uniform design model as well as similar body copy on different webpages. Using various fonts creates chaos and detracts the eye.
It is also important to use consistent color schemes with type. Contrasting colors are a good choice but they must be constant or it will not create a cohesive brand.
This article was syndicated from Business 2 Community: Four Things To Remember When Using Typography In Marketing
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