Consumers are bombarded with advertising messages as soon as they wake up; check their phone or television; walk outside; or drive to work. Standing out is important in order for your message to have an impact. The design and typography used are fundamental to branding, customer recognition, and the overall presentation of the business. Often though, typography is an afterthought. Some choose a font or typeface without understanding how typography can affect the overall feel and mood of the brand. Today’s blog will discuss briefly what typography is, as well as list and describe some key reasons why typography is important to any business or communication.
Typography refers to visual style, appearance, and arrangement of type on a page or other media. Typefaces, fonts, point size, line length, and spacing are just a few the concepts that make up typography. There are also different categories including: Serif, Sans-Serif, Script, Display, and Hand Lettering, each with their own value in different situations. This article can give you more information about the anatomy of font.
Choice of typeface can change the intended message based on where and how it is used. Understanding how typography can assist in building a recognizable brand can impact consumer recognition and enhance buying potential. Here are some other reasons typography is important:
Assists in communicating certain moods or feeling
Some fonts can make you feel happy and light while others can seem heavy and depressing, so understanding which fonts work better for different situations can help to convey the intended message and mood of the viewer.
Written words for communication
Typography exists to assist in providing necessary information. Typography tells the recipient of the message what the speed limit is, how much medicine to take, what time a business meeting is, etc. In these and many other situations, the type used was designed for the appropriate situation, with the purpose of communicating information.
Determining important information
Typography can form a hierarchy of information. Larger typefaces stand out, grabbing attention, smaller ones are less noticeable, but still informative.
Consistent use of a typeface can create enhanced branding
Consistent typography can brand and elicit visual recognition in consumers.
Typography is the visual cue that consumers will remember most. Typography (and good use of it) is just another tool out there to help any business build a lasting, recognizable brand association with consumers.
Proper use of typography is a valuable tool in creating a brand message, but improper typography decisions can lead consumers away from your brand or give them the wrong message about your business. A visually-engaging brand statement or advertisement is invaluable in building lasting relationships with potential customers, and a well-written, easy to read message begins with proper typography choices.
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About the Author
Allyson obtained her Bachelors of Science in Business Administration in 2009 with an emphasis in marketing management. She holds art degrees in both Graphic Design and Web Development, and is certified in both disciplines. Areas of special knowledge include: typography, illustrating, photo-editing, page layout, and creative problem solving.