Fonts Matter

I really enjoyed reading Konect magazines yesterday and found a Wardman UK Limited ad and article. Two things jumped out at me and that was (what I assume) a preview of a new brand and website. I notice it often to be fair in the Konect Magazine. I love it, it's fresh, it's clean and it's clear. For me, it gives the impression that Wardman UK are bursting through the noise that is, most of the time, business communications, IT servicing, big data handling, cyber security, etc etc etc. In fact I know they do and the new look site mock-up demonstrates this well. Wardman UK don't value over complicating things, they look for ways to ensure clients are comfortable in the knowledge that their digital interests are taken care of. Along with my wife, at Artos Digital I take pride in being authentic and upstanding when it comes to the similar noise that is marketing communications.

Which leads me to the article; it talks about the simplicity of, but a commonly overlooked element of web design and everything that is discussed is true about design in general. The font. Wardman UK say;

"Avoid decorative choices where it can be difficult to distinguish between characters, or where characters can overlap or join. An easy checker is to type an 'I', 'L' and '1' or 'a' and 'o'... If you can't tell which is which then it needs to be moved to the inaccessible pile!"

There was a time that feels so long ago now that my colleagues and I were asked to make suggestions on how to improve a customer journey when posting out passwords (in two parts). The corporate font was resulting in the passwords being confused and thus the opportunity to go digital was being squandered.

When this call to action was presented to us, I immediately jumped to the solution. A rare situation for me where there was no need for long multiple meetings to resolve this and with the clients in mind, why delay the fix? I suggested with my immediate team agreeing including my manager (and theirs), for the password section only, change the font so characters are not confused or if the corporate font is not negotiable. Stop using I L 1 O 0 D C Q and only use upper case letters with the remaining alphabet. 6 months passed and the call to action to "help us help the client" was still being blown through the fog horn.

This resulted in an additional 7000+ unnecessary contacts to agents who were already overworked, tired, stressed and feeling ignored. Sometimes it's true; one bad apple can spoil the barrel. It shouldn't be the case, but we are all human. Not a single Agent could keep a straight face and say these extra contacts with the complaints of frankly, design stupidity or corporate snobbery didn't affect the rest of their work. Not to mention the additional carbon positive impact it was causing when the 'old-school' hardcopy had to be posted out to the client.

Like Wardman UK, I enjoy being candid with people who are asking for my help. I'd never inject myself into a problem without being asked. No one likes the arrival of a white knight on horseback that was never invited. But if I am invited, I'll always be upfront and honest.

I can't wait to see Wardman UK's new website. And, if you didn't get your Konect Magazine through the door the digital version will be available here soon - https://issuu.com/search?q=Konect%20Magazine