Logos and typography have long been essential tools in any marketers branding strategies. Some are even rethinking their approaches. As more digital channels open, more flexibility than traditional, static formats like print. The rise of mobile and digital communications has brought along new communication tools. For example, emojis, stickers and hashtags. This is leading marketers to experiment more with graphics and visuals. This includes colour and typography. The visuals, such as various fonts and colours, help show off a brand’s personality. They can create an emotional connection that can influence a brands identity. Plus also how campaigns land and influence with their consumers.
Typography can have a big impact
Integrating a new font into a marketing campaign depends on scalability. Tying the visual to the business brand’s messaging. Compared with other design elements such as colour. Typography tends not to get so much love from marketers. This can be a big mistake as good or bad typography can have a major impact. Using good typography that is well spaced. Compare to bad typography that is not well spaced. A survey found that readers were more positive and engaged. Unfortunately, peoples eyes can deteriorate with age. For example, a 40-year-old’s retina will receive half of the amount of light as a 20-year-old.
Which fonts you use can make or break
While novelty fonts may be a lot of fun to use. Some fonts that emulate handwriting or gothic styles. Can often be frustrating to consumers and they can find them hard to read. When it comes to what specific types of fonts to use there have always been long-running debates. Especially between Serif and Sans Serif Fonts. For usability, both fonts are acceptable and used a great deal. A Serif Font such as Times New Roman is more traditional and is well established. While a Sans Serif Font such as Verdana is a more casual and modern font type.
What is more appropriate
So how do we conclude this? What are your consumers saying? The most appropriate typefaces on products. Are actually that of which is the best match for your brand’s personalities. The learnings from typography research. Are very similiar to the learnings from colour research. There are some guidelines such as making readability a priority. A lot of the actual gains come from setting the tone of your products. Plus by knowing and understanding your customers and prospective customers needs and requiements.