During your marketing or adverting campaign, you will come to the point where you ask yourself or your team: “Which font should we use?” Some new business owners – and some business owners who have run companies for years – may not know the importance of the font. Your advertising font and style are absolutely essential for a great representation of your business as it will represent your company in all of its marketing material and advertisements.
The type of font which you choose must match the type of service you will be providing or the product you are selling. Rounded and shaped edged fonts encourage a feeling of relaxation and calmness in the reader, while sharp edged fonts reflect seriousness, reliability, professionalism and truth. If, for instance, you want to find a font to represent your law firm, a fun and exciting font would not convey the correct message and your advertisement would not be taken seriously. The rounded and shaped fonts are best used by companies offering pleasure items and services, these include restaurants, food, spas, weddings and children's nurseries.
The font which you choose needs to be readable. Readability is usually the concern of the information designer or typographer. In the case of presentation of text for information purposes, it is important to avoid ambiguity and to make sure that your meaning is conveyed accurately. Once the font has been decided on, you need to look at style. The reader needs to be able to navigate around the information with ease and spaces between letters, words and lines, need to make reading the information easy on the eyes. The length and positioning of the information on the page also make a big difference to readability.
When typography is meant to form an element of the design, readability plays less of a role, and type can be used in an artistic manner. But, it is important that the meaning of the advertisement is not lost in the intricacies of the design. If you are the designer in a company, it is a great idea to use type as part of your design. There are many ways in which to do this, including different font sizes, bold text, colour, shapes and images with the text.
Many businesses use one font on all of their stationary, advertisements and branding, this ensures that, with enough exposure, the public will be able to associate that particular font with your business.