We’ve all seen it before – the poor design that leaves us underwhelmed, despite being a fan of a particular brand. Perhaps it’s even our own brand’s poor design, but you just can’t place where it goes wrong. In most cases, the answer is simple: the typography is all wrong.
We’re not talking just typeface (font) choices here though it’s certainly a part of it. We’re talking about the subconscious effect the visual representation of words has on a person. More importantly, the actual understanding of how words in your message can have additional layers of meaning based on typeface choices or designs, and how those choices are then perceived by their intended audience. When the tone of a message is important, leaning on thoughtful typography will provide deeper emotional resonance and even help provide a clearer meaning to those reading it.
Whether you need a design for print or for the web, it can safely be said the way the typography is handled will speak volumes to not only the design itself but also to the brand it’s used for. If you want your brand to stand out, it’s crucial to make sure you hire a designer who understands the importance typography brings to the mix and who can wield the power it carries. Believe us, not all designers can, so vet yours accordingly.
Have you had underwhelming ad campaigns or website designs? It happens to the best of us until we know about the importance of typography. So how can typography hold the key to knocking the socks off your prospects and ensuring your brand gets remembered? Let’s take a look:
- You Can’t Escape It: Typography is everywhere you look. It’s the headline of your ad, the body of this article, the call to action on your webpage, and the design of your logo. For the most part, typography is an inevitable part of any design. You may find a few designs which rely solely on visuals to entice their audience, but it will always eventually tie to something written. You can’t follow through with the offer unless you explain it; so at some point, images become words and the tone of those words need to be as powerful as the message. When you can subconsciously connect with your reader through thoughtful typography, your message will pack a much bigger punch. You may even find a higher conversion rate simply by incorporating a well thought out typographic layout.
- Express Yourself: Excellent typography expresses your brand’s personality, maintains branding consistency, and exhibits professionalism through every piece. More than that, though, typography can be a way to break the previous mold set by your brand while you try out some new and interesting ways to express your identity. It can even give your brand a cutting edge into your market while you work to determine the best offers to provide value to your customers.
- Hail the King: If we’ve heard it once, we’ve all heard it thousands of times: content is king. When it comes down to it, what is content other than placement of words and images to entertain or inform? Did you know 95% of a website is covered in content? Do you still think the way you arrange and design your words doesn’t matter? Additionally, think about all the tweets, Facebook statuses, blog posts you’re putting out every day, week, or month. Having a clear typographic plan should follow through to each of these subsets, maintaining the brand consistency we were just discussing. Your social media and blog presence doesn’t have to fall flat because you’re prepared to maintain the same level of professionalism throughout.
- Readability Matters: Have you ever tried to read something you were interested in, but due to the font choice, or typography design, you simply couldn’t make it out? There’s nothing more frustrating for a reader than having to give up on it due to poor design. Best case scenario, your prospect moves on without taking much notice. It’s not ideal, because your goal was to entice and move them to action. Worst case scenario, your prospect takes notice of your poor design and it leaves an imprint on them you can’t shake off. It’s important to remember, being creative is one thing, but designers well-versed in typography know how to make creativity readable, too. Being able to utilize the subliminal side of tone, size, spacing, and weight to enhance the readability can go a long way toward converting those prospects into happy customers.
- Follow Your Guide: Visual hierarchy determines the level of importance placed on each item of your design, and knowing how your words fit into that hierarchy is critical. Placing typography in relation to images—whether on a website, in an ad, or any other designed piece is the key to knowing how to lead your audience to where you want them to go. When it’s well placed, you will be able to guide the reader through all of the awesome content you’d like them to cover, and ultimately to your final call to action and do something about it.
In order to increase the effectiveness of your designs, understanding typography’s role will guide you through many decisions in the approval process. However, having a designer who wields typography with an able hand will make that process seamless and headache free.
In an era where everything is online and content is king, it could be argued typography has become even more significant than ever before. When you’re trying to stand out and capture new leads, poorly used typography will leave your brand falling flat and possibly even forgotten. We know that’s not something you want for your business. Luckily, we know you’re well-versed in the necessity of stellar typography and will ensure your brand doesn’t become one of the forgotten.
– Artwork Abode
