Believe it or not, typography plays a huge role in defining your brand’s personality. Quite often, it is one component that is forgotten or overlooked. Sort of like your leg days at the gym!
When we are talking about typography, we aren’t just talking about your awesome selection of fonts. There’s a lot more to that. Typography is defined as the general appearance and style of text. So, this covers quite a range of elements; the contrast, structure, placements, spacings, font sizing, white space etc. I’m sure you get the picture. This entire symphony works in harmony to tell your brand story, helping you engage with your audience.
Did you know that a typeface or your font choice can actually evoke an emotional response from the viewer way before they even comprehend the meaning behind the word? It screams out character and determines how well the rest of your super cool graphics and design elements work together. Typography sets the ambiance, the mood and emotion of your brand. Casual, bold, posh or an ID that reflects luxury, the type choice speaks out in ways that you can’t even imagine!
Your choice of typography not only can make your feature look pretty but can also enhance your audience’s ability to associate it with your brand enabling you to build brand recognition. It is a star player in determining how your viewers remembers you, and to which emotions and feelings they link it with. Think of the feeling you get when you see Disney’s typeface, or even the font on your favorite cereal box such as Kellogg’s or on a can of Coca Cola can. It’s so much more than just letters, it is part of their identity. It’s also what connects you to the brands themselves.
Selecting the right typeface can ensure your ability to convey and reinforce your brand message while connecting with your target audience. It will be crucial for you to step into your customers shoes and think on how you want your brand to be perceived by your customers. With the right typography you can command the attention of your viewers, pretty much like the one ring to rule them all!
When selecting a typeface, there are some criteria’s you need to look into. So, it’s important to make sure it’s not a random pick amongst the million fonts that are available online these days.
Flexible: You need to make sure it’s a typeface that’s versatile enough for it to work well across all platforms whether its print, packaging, digital or mobiles and tablets.
Contrasting: When it comes to contrast in typography, there are three areas we look at. The contrast in sizing, the contrast between primary and secondary fonts, and the contrast between the font color and the background. The thing to keep in mind here is to ensure that there is a balance in the differences we see in them.
Hierarchy: This is the way we organize and arrange our text and content on our visual mediums, that would make it easy for the readers to scan through and understand the information provided. This includes deploying different typefaces and weights along with a range of font sizes, as well as incorporation of white spaces, color and subtile visual changes such as tilts and patterns.
Spacing: This is about the spacing between your words, that greatly determines the legibility of your font and overall text. Over separation moves the reader’s attention towards the spacing itself, and on the other hand, under separation brings about issues with legibility and sometimes serious misunderstandings.
Your typography is an integral party of your brand identity. And finding your perfect fit is quite a complex process that requires a bit of attention. Mastering typography is essential in creating a brand that reflects a strong identity and personality that is both memorable and projects your brand’s messaging appropriately to your intended audience. So you might want to think twice about those leg days again…