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What Is Typography And Why It is Important In Marketing
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What Is Typography And Why It is Important In Marketing
Presented By
Black Pearl Matrix
Typography IS Important in Marketing Because:
- 1. It convey clear messages in a convincing way
- 2. It plays an indispensable role in communicating with a target audience
- 3. Directly affects the success or failure of communication
- 4. Typography can be used to highlight core messages
In recent years, the number of existing websites has increased significantly and that is why we are increasingly concerned about making our brand stand out from the rest.
For this, we must take into account a key element: the font used on our website.
Typography is a term from the analog era that refers to the style, arrangement or appearance of typographic matter and that acquires great importance when applied to digital content.
Our page, depending on the source it has, will be more or less attractive, being essential to improve interaction with users, increasing the number of visits, clicks and conversions.
In the digital age, typography is a balancing act consisting of all the elements written on a page that make up its style. The content and images on a page must be perfectly balanced for the content to maximize the page space and appeal to the consumer.
Next, we will explain: what is typography, what are the main concepts of typography, how to choose the right typography and why typography is important in digital marketing.
What is Typography?
Typography, as the name implies, is the study of type. In other words, the sources. The concept name originated in the print age, but has evolved as communication becomes increasingly digital.
Now, she addresses concepts such as creating and applying characters, visual word arrangements, in addition to their styles and formats. Basically, it’s a way to get a message across in the best possible way.
Basically, it needs to accomplish three goals:
• Have good readability;
• Be well aligned with the other visual elements;
• Fit the way the message is conveyed.
What are the Main Concepts of Typography?
Of course, it’s impossible to cover the content of an entire subject of the graphic design course in a blog post. But, there are certain concepts that you can, and should, learn. At the very least, this knowledge will greatly facilitate conversation with designers.
Visual Hierarchy
Have you ever had an eye exam?
The one where you have to look at a poster with lots of letters, starting with the biggest ones, with the letters getting smaller and smaller? The visual hierarchy has a similar idea.
You can see this in this very post, just above. The previous title has a smaller size than the one before it, which means that this content is part of the previous topic. You don’t have to make this explicit, because typography does that. Even in small pieces of text, you notice this. For example:
Choosing how you organize your messages is crucial for the receiver to understand what you want to convey. If you want to sell a product or a service, in the first sentence you need to have what catches your attention the most: be it a differential, a benefit or any other information, as long as it is the most impactful.
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Graphic Composition
It is not always that a text exists in isolation. Therefore, it needs to talk and harmonize with other existing graphic elements. Usually, it is this space that dictates how the text will be aligned.
There are 4 options:
• Justified;
• Left aligned:
• In the middle;
• On the right.
Typographic Measures
Another important concept is the measures that accompany the sources. There are some that you already know, like the upper case. Its purpose is to limit the space these fonts can occupy.
In addition to capital letters, there are other known measures:
• Baseline, which is the baseline for most types;
• Ascendant, is the top line, dictating the maximum limit that a source can reach. For example, in the case of the letter “t”;
• Descending, similar to the previous one, in the opposite direction. That is, down, as in the letter “j”;
• Leading, which is the distance between the lines;
• Tracking, which is the distance between words;
• Kerning, which is the distance between characters.
Classification of Fonts
Speaking more specifically about fonts, you don’t need to know each one of them in depth.
The most important thing is to know what the 4 primary style classifications are:
• Sans serif;
• With serif;
• Script;
• Symbols, or dingbat.
Serifs are small strokes and extensions at the ends of characters. The Times New Roman font is an example. They are more used for larger texts, as they facilitate reading without much eye strain.
Sans-serif fonts, on the other hand, are more recommended for titles, headlines and digital texts, as serifs can interfere with reading on screens. Script is the simulation of handwriting, while dingbat evidently use symbols to simulate letters.
There are several other sub-classifications within each of them.
How to Choose the Right Typography?
Now that you know the basics, let’s get down to business. How to choose the right font? This process is complex and demands a lot of experience from the designer. Still, there are pretty obvious observations.
For example, you might have already noticed that people hate the Comic Sans font. Even without being a design expert, it’s clear that this is a more informal font. However, people started using it in serious contexts like performing, which led to a love-to-hate relationship.
Let’s give you some simple tips for choosing fonts.
Project Personality
This applies in the Comic Sans example. If you have a more formal message, this font may not apply. Want an example?
“I was robbed yesterday and they took my cell phone”.
Let’s face it, there is a huge contrast in form and content. In many cases only one design notices these details, but in some cases, it’s too obvious.
Font Versatility
Another important point is the versatility of fonts. It may be that a piece is used digitally, in the Google Ads ad, on social networks and in different places. Ideally, the font should be the most suitable for as many formats as possible. So you have more versatility and less work.
The ideal for this is to search old projects or typography repositories. Still regarding versatility, combining fonts is an audacious idea, but it can be very interesting, especially if you want to reinforce an idea or a feeling.
Text Size
We already gave this clue, but the size of the text is essential when choosing the font. Longer texts demand more comfortable and scannable fonts. Short texts, on the other hand, can focus on style and fonts that attract more attention.
A marketer doesn’t need to be a typography expert. The truth is, you probably already do a lot of what we discussed above intuitively. However, knowing these basic skills will help you use them even better.
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Why is Typography Important in Marketing?
Typography is an essential element in conveying clear marketing messages in a compelling way. It’s much more than just choosing pretty lettering for a design: it can play an indispensable role in communicating with a target audience. Proper use can really make messages stand out, making them relevant and more eye-catching.
Typography brings all design and communication elements together around a word or phrase. The right selection of letters and their placement on the surface can completely change the design direction of a brand and directly affect the success or failure of a communication. The wrong choice can confuse readers or simply destroy your theme.
Typography can be used to highlight core messages. Let’s say a brand is launching a new product. The core message might say, “The new product does such a thing.” A well-trained designer can use typography to make that message stand out even more.
To do this, they would incorporate larger, more dynamic lettering, more expressive typefaces, and use color, style, and other graphics to grab readers’ attention.
This element is also essential for brand recognition. Specific letters, kerning (adjustment of the distance between letters) and font can be recognized easily, even if the user is not very familiar with the brand. Furthermore, each letter adds unique characteristics to a brand.
What is the Influence of Typography in Digital Marketing
A few years ago typography was not valued as a key element in marketing, but it has undoubtedly become fundamental today. The font we use on a website refers to the style, appearance and layout of letters and other typographic elements and is undoubtedly very important at a digital level in the era of online marketing.
Any web page, depending on the font it has, will be more or less attractive and that is why it is vital if we want to improve the marketing of any company and increase interaction with the public, obtain more clicks and visits and, in general, much more. conversions.
All this, in the digital age, is basic, as a page must seek its own style, with content and images that combine and achieve the ideal balance, so that the content works very well on the page and is totally attractive to viewers.
For this, it is fundamental that the design is always adaptable and responsible. This means that it will adapt to all types of formats in the online world, but also that in the offline world it will be especially prepared for the place where it will be used, because otherwise a font that is too large or does not match a specific marketing element is a mistake that will cause us to lose visits, customers and conversions.
Fonts must also be fully readable, because whether on the web level or in the online view as well as in the real world, if customers and other users cannot read a font well, comfortably, or even if they don’t like it , catches their attention and they find it boring, and that without a doubt is very unlikely to be targeted at a specific product or service.
Therefore, typography is a decisive factor in marketing, as it can help us win customers or, on the contrary, make us lose them completely.
It is also important that the font we choose is always consistent and faithfully represents the brand, product or service we are advertising. Typography should contribute to a general sense of identity and everyone should be able to associate it with the brand, which can undoubtedly become an indicative element of a company and really vital for marketing.
It is recommended that each company create some typography standards so that there is a guide to follow, so all workers, designers, etc. related to a specific company or product, become familiar with it and can work efficiently to achieve consistency and create common sense.
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FAQ – Frequently Asked Questions about the Importance of Typography in Marketing
1. How important is typography for marketing?
2. What is the relationship between typography and marketing design?
3. What is the best choice of typefaces for marketing?
4. Why is typography important to maintain branding consistency?
5. What are the benefits of properly using typography in marketing?
Conclusion
From the outside, the typography looked like a mere detail, but did you understand the importance of your choice? There is real benefit to choosing the right typeface for your marketing. There’s a fine line between lacking personality and being bland versus engaging and striking.
Good typography is an important tool for communicating your message, as it helps convey energy and emotion to your readers. When you have a strong typeface and guide your creative creation to set yourself apart from others, it helps give your brand a visual identity.
Furthermore, typography also influences how people perceive your brand. If the font choice is poor, it could send the wrong message to your target audience. On the other hand, if your font is clear and powerful, your audience will understand the message you want to convey in no time.
Therefore, selecting the right typography for the project is essential to increase your brand’s impact and ensure it is recognised.
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