Typography is extremely important for creating a brand identity. Think about the logos and posters of famous brands. They all have a unique and recognizable style.
When it is done right, one might not even register its influence consciously. But when it is done wrong, you can always feel it. It is all in the details and fonts can make or break the deal when it comes to delivering a message to the public. Often the case, people might not register the influence a font might have on their feelings and conclusions. But business owners should know exactly how to use it for their benefit.
Here is an easy example – academic writing. College students know that using the right formatting is usually one of the requirements. Phil Renaurd, a professional designer, conducted an interesting experiment while studying in college. He used three different fonts for the essays he submitted during this period – Times New Roman, Georgia, and Trebuchet MS.
Regardless of the writing itself, the works done in Trebuchet gained lower grades than the other two. The reason is simple – classic fonts are subconsciously associated with science, correctness, and particularity. And the more modern option doesn’t have such connotations.
This is one of the things even many college students do not realize. Formatting and visual presentation are as important as the content itself, as EssayPro writers say. It is a professional academic writing platform that helps students with their college papers. Experts assist with writing, proofreading, and editing all types of papers to make them flawless. And they know all the details that go into receiving a high grade, from research to usage of a proper typography.
It is just one of the ways fonts can impact people. There is a context associated with specific ones. Some are regarded as more serious because they are used in academic or peer-reviewed magazines. Others are seen as modern, slick, and stylish. But they do not have the same respectability around them. Just imagine that you are submitting an essay written in Comic Sans or Bauhaus 93. Would it have the same effect on the reader as traditional ones?
Design can help to deliver a message and make it more powerful. Or it can diminish it completely when done wrong. And the same goes for business content.
Design can be compared to an outfit of the brand, speaking broadly. One wouldn’t dress in beachwear for their first job interview in a serious establishment. And it would also look strange if you wore a black tie to a music festival.
The same goes for design elements. It is not that one of them is better than another. All are equally important, but each has its own specific purpose.
The typeface used for logo and brand messaging has to represent the company, industry, and the feelings they want to provoke in people. Imagine the Coca-Cola logo in Times New Roman. Would it feel the same? Probably not. Or think of the IBM logo written in Coca-Cola font on the contrary. That also feels incredibly off.
The reason is simple – those two organizations are from different industries with opposite focuses. One is about having a great time and enjoying life, the other is about innovation and technology.
Typography is essential not only for a logotype but also for such business aspects as:
- Brand Recognition;
- Reputation building;
- Public Relations, etc.
It penetrates all the spheres of brand identity, which is why it is a crucial part of any effective design brief.
The visual presentation allows delivering written communication effectively. When a company wants to deliver a specific message or achieve a goal, it needs to consider how they communicate it.
For example, the majority of websites nowadays have to adjust to smaller screens. People use their smartphones and the interface needs to be appropriate for that. If the website doesn’t look good on a smaller screen or uses an unreadable typography, it doesn’t matter how interesting the content is. If it is not comfortable for the eyes, people are not going to read it.
Typography can increase the effectiveness of any marketing campaign. A great proof of that is the experiment run by Yieldmo. They’ve created 6 ads for GEICO with the same content but written in different fonts.
As a result, people interacted differently with the ads, although the text was the same. The best one was the ad written in Times New Roman, it received 15% more clicks than Verdana and Garamond. This is what designers mean when they say that fonts matter, they influence the consumers directly.
It is also interesting that different designs work best for various purposes and messages. Another study was delivered by two Korean professors. They’ve created ads for a new mobile phone. They found out that when the message was about the new device’s thinness, the thin text worked better. But when the message was about elegance, the handwritten font performed best.
This data shows that businesses can achieve specific goals with different design solutions. The visual representation makes an ad, blog post, or article more convincing.
All of that is specifically vital for digital content and marketing. Fonts and used colors help to grab attention and make any content more digestible. It might seem like a small thing for some, but it significantly enhances user experience.
Simply by changing the size of the part of the text, one can create an emphasis on the main subject. The same goes for spacing and color.
It is not a secret that white and black contrast is not easy on the eyes. That’s why digital reading devices make black paler, rather than a dark-gray and white warmer. For the same reason brands like AirBnB use gray instead of black.
Design goes far beyond simply choosing brand colors and creating a logo. It is a powerful tool that can help any business succeed in its goals when used right. Here is what choosing the right typeface can do:
- Create and maintain brand’s identity regarding the core message and vision;
- Increase brand’s visibility and recognition;
- Deliver message effectively by adding context;
- Make marketing and advertising much more effective;
- Increase customer trust with a brand;
- Enhance user experience online;
- Boost company’s website performance.
It helps to create a first impression that is always hard to change. In a way, it is the face of the company.
There is no one way to do it right. Every business is unique and has different purposes and objectives. But there are several common rules to follow when it comes to the usage of fonts, such as:
- Learn the basics and meaning of them before settling for one;
- Choose the one that is appropriate to the brand’s identity, values, and purposes;
- Try to keep it simple and readable online and offline on all devices and in prints;
- Consider the font’s scalability so that it can be displayed effectively everywhere;
- Think about the contrast for different parts of the text;
- Do not use more than 2 different fonts for one advertising, poster, or article;
- Consider investing in a custom font.
When it comes to business success, everything matters. Although choosing the right font might not be the first priority in mind, it is an incredible tool to use.