Font is an inconspicuous graphic element that can significantly affect the consumer’s perception of the message. You certainly know how difficult it is to take seriously content written in Comics Sans – even when it is objectively of high quality. That’s why it’s worth taking some time to choose the right typeface for the materials you create.
The facts are: an inappropriate font is capable of spoiling the best content. Typography influences the emotions of the audience: it can carry a specific social, emotional or political message. There is a reason why every marketing field has “its” fonts, to which it gladly returns. The size of the font and its appropriate placement, such as within a website or poster, is also important
You may not realize that our brain automatically assigns specific personality traits to fonts and fonts – just like it does to people we’ve just met. So there are fonts that we label as sad, happy, humorous, serious or boring, or even winter or summer. Of course, sometimes you can go beyond the usual scheme and use a typeface, which theoretically is reserved for a completely different industry and purpose. But then you have to factor in the risk that your target audience won’t understand your flair, and a big question mark will appear over their heads
The golden rule, regardless of the type of project you are working on, is to maintain readability. There are, of course, business departments and product types that love creativity, innovation, and even shocking. However, achieving these goals should never push the readability of the message into the background. So if you yourself have trouble reading words or recognizing individual letters, just let go of the desire to create controversy and opt for a more standard option.
It is said that the smaller the number of fonts used, the better. However, we can’t always limit ourselves to one – especially when particular elements of the design are supposed to have different importance for the recipient or should be read in a specific order. A good practice is to use two, maximum three fonts. This will ensure that there is no unpleasant chaos in your work
The website on its fanpage prepared an interesting video, in which it presents valuable tips on font selection and appropriate spacing of text segments.
Main article photo: Photo by Diomari Madulara, source: unsplash.com
