I’m a self-confessed fonts geek and own more books on font and typeface than is strictly appropriate, so this is something I really am passionate about. Sarah Hyndman, (another wonderful font aficionado) aka Type Tasting is a great advocate for the power of font. For me, I have always found font selection to be the starting point of any branding process. Different fonts ‘say’, or indeed ‘taste’ different to your audience. This works on the subliminal layering of graphic meaning (a topic for a later discussion), but why is this important for you and your graphics?
Let’s start with the basics:
- Personality. Your font choice conveys the personality of your brand. Different fonts have different connotations, and choosing the right one can help to communicate your brand’s values and tone. For example, a bold, sans-serif font may be more appropriate for a modern, edgy brand, while a classic serif font may be better suited for a more traditional, established brand. The joy can be in mixing these up, but reflecting your brand personality and voice is what font choice is all about.
- Legibility. An obvious point, and one that is tailored to your customer demographic too. If your font is too small or difficult to read, potential customers may not bother trying to decipher it. This can lead to missed opportunities and lost sales. Choosing a font that is easy to read ensures that your message is clear and accessible to everyone, but maybe you are an exclusive brand? Speak to your customer through your font choice.
- Differentiation. Choosing the right font can help to differentiate your brand from your competitors and demonstrate your USPs. Heritage? Choose a heritage font. All about personal interaction? Choose a 'handmade' font, this doesn't necessarily need to be script, but it does need to have a bit of humanity behind it. Work on the subliminal meaning behind the font and you will attract new customers and reassure existing ones.
- Consistency. Consistency is key when it comes to branding. You want your brand to be easily recognisable, and one way to achieve this is by using the same font across all of your marketing materials. This includes your website, social media profiles, business cards, and any other promotional materials. By using the same font, you create a cohesive look that helps to reinforce your brand identity.
Take the time to choose the right font for your business – it’s an investment that will pay off in the long run. Subtle differences in font, may have larger consequences in the communal physche.
Do you need to add consistency to your brand or review the strength of your typeface choices? Whether it’s consultation or actively creating brand guidelines, we can help. Contact us at Jili Allen Creative.