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It’s All in the Type

It’s All in the Type

By Ashley Buckowing, Art Director

As we enter the 4th quarter, getting your message to your customers in an effective and eye-catching way becomes more important than ever, regardless if it’s print or digital. It’s crucial to choose a font that is easy to read, otherwise your message will be lost. Below are five tips to ensure your marketing message is as clear as possible.

  1. When making your design selection, you should know the difference between Typography and Font. Typography is the collection of fonts that have common characteristics. A font is a specific member of a typeface.
  2. Be able to recognize the five types of fonts: Serif, sans serif, script, display, and hand lettering. Each type has their own characteristics that are suitable for different types of design.
  3. When choosing a font or fonts, it’s important to select a font that is complementary to the overall design and message you’re trying to convey.
  4. Make sure you obtain feedback from those involved with the design before moving forward to ensure your audience can easily read the chosen font and it’s on brand.
Consistency is key. It’s important to create brand identity, and an easy way to do this is to consistently use the same font(s) in your creative. If it’s not broken, don’t try to fix it. However, if a brand refresh is more of what you’re looking for, be sure to take your time to find the best selection and encourage feedback from those around you before making your final choice. Read more here.
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