Photo by Alice Donovan Rouse on Unsplash
Let’s talk about visual brand identity for a second.
As well as pictures, icons and emblems, fonts are instrumental in the creation of a strong and memorable brand.
But not just fonts – typography, in general.
But what is typography, I hear you ask?
Well, it’s the art of arranging letters and text in an aesthetically-pleasing way that entices the reader. It involves various font styles, appearances and structures – and ultimately sets the tone of your brand.
Want to successfully stand out from your competition? Great – read on for my top tips in terms of how to use typography in line with your brand’s personality.
Consider Your Brand’s Personality
Firstly, if you haven’t already, decide what you want your brand to stand for. Is it bold, brash and sassy? Or is it more serious, mellow and understated?
Either way, make sure your brand’s personality falls in line with your offering.
After all, a witty and youthful tone wouldn’t exactly work for an authoritative healthcare company trying to convey important information. Right?
Learn About the Differences in Typography
Next, get clued up when it comes to typography so that you can make fitting decisions.
For instance, it’s easy to confuse typeface with typography.
Allow me to break it down for you: a typeface is a family of similar fonts; whereas, fonts are specific weights, widths and styles under the typeface umbrella.
Are you with me so far?
Create Visual Contrast
Then there are three types of typeface called serif, sans-serif and decorative that you can use to create visual contrast.
Needless to say, it’s best to opt for a mix of the three to emphasise headings, quotes or ideas, break up the text and grab the attention of your reader.
That said, good graphic designers will never use more than three fonts and keep decorative options to a minimum.
Why? Well, to avoid clutter, of course.
Be Mindful of White Space
When you’re designing anything that features words, whether it’s a website homepage or marketing brochure, you have to consider spacing.
Often known as “negative space,” white space is the area around text or graphics. It can be used to draw the eye of the reader and ensure that everything looks visually appealing.
But always remember that too little white space can look uninviting; whereas, too much is unnecessary.
Finally, colour gives you the opportunity to be creative with your typography and take your texts to a different level.
That’s why it’s important to choose the right hues[link to previous post] for your fonts that fall in line with the rest of your branding. Use colour psychology to evoke an emotional response from your consumer as well as convey your brand’s personality.
However, above all, make sure text is eligible. Otherwise, you will lose readers faster than you can say Jack Robinson.
Curate Consistent Typography for Your Customers
The subject of typography can be rather overwhelming for anyone who’s not familiar with it.
However, the trick is consistency to avoid making a mess and confusing your reader.
After all, when done right, pinpointing appropriate fonts, colours, sizes and weights can build recognition, influence consumer decision-making and ultimately grow your brand.