In past blogs we’ve talked about branding and all the different elements that can have an impact on your brand. We did mention font and readability at some point, but because typography can have such a huge impact on your content marketing we thought it best to devote a whole blog post (and more to come) on this topic.
So, what is typography exactly? Most people seem to think typography is all about font, but the truth is typography is much more all-encompassing of the different things having to do with text….typography is the art of text. While it does include the font, it also refers to how the type is arranged on the page or in the document. Typography should be used to enhance your message.
When it comes to marketing, we often talk about copy, headlines, color, graphics, and other pieces to puzzle, but we don’t give enough weight to typography, especially given that it can make or break a campaign. If someone can’t read what we’re putting out there or they don’t understand it because of the typography, then we’ve failed…miserably.
Check out this awesome typography infographic, created by our friends at blog.crazyegg.com…
Many people think that using Arial or Georgia fonts can be so lame, but the fact is that most programs and Web sites support these fonts so your audience is guaranteed to be able to see the words without getting funny characters in the mix. We’re not advocating using Arial or Georgia for everything, but in places where having your audience read the message is key, choose a font that most people will have on their computer and understand. In addition, using colors can be fun and even a great way to place emphasis on a certain point, but black font on a white background is just the easiest to read whether you’re 8 or 80. Again, doesn’t mean everything has to be black on white, but we wouldn’t stray too far from this proven arrangement when you do stray.
Here’s a fun infographic that can help you to narrow down which fonts are right for your audience…
When choosing a typestyle and/or placement on a page, your decisions can add personality and even help your customers form connections with your brand. Make sure to choose typefaces that complement your content, not overpower it.
There are a lot of factors to consider when thinking about readability: text size, font, letter spacing, line height, text color, background color, and more. Also, what works for one document might not work for another so don’t try to “rinse and repeat” a text style just because it was popular elsewhere.
We could go into a ton more detail about typography (we love this subject)! But instead we’ll keep this one brief and expand on the details in future posts. If you’re not a typography guru and having trouble laying out information, let us know! We’d love to chat!