How Is Typography Relevant to Branding?
It is one of the first things people notice.?
If you don't, then just now, you must have.
Welcome to the digital world of branding, where the font of your brand name defines the tone of your entrepreneurial venture.
Typography design can affect mood, keep site visitors scrolling, and impact user experience, marketing, and more. Making the most of these benefits relies on how well you understand the different aspects of typography.
"Typography is two-dimensional architecture, based on experience and imagination, and guided by rules and readability. And this is the purpose of typography: The arrangement of design elements within a given structure should allow the reader to easily focus on the message, without slowing down the speed of his reading.” Hermann Zapf
Good Font, Bad Font
It is quite okay if you think you are inexperienced in figuring out which font suits your brand best. There's a simple test that can make it easy for you to identify what qualifies as horrible brand typography designs.
Look at the following two images:
With this image, you can see there is barely any white space. There are too many different fonts, colors, and line-heights, and with text scattered haphazardly throughout, the reader doesn’t know where to begin. The whole text is emphasized, leaving the reader confused and uncertain. There is not a clear direction for how to read this information correctly. This image is a classic example of bad typography.
In this image, the title is front and centered, which is the first thing the viewer notice. The link below is obvious about what page it will navigate to, and the text below the image describes the message presented in the title. The visitor knows exactly what the material is and doesn't feel overwhelmed in the process of receiving that information. The design of the web page and the treatment of the text are visually appealing and are also easy to comprehend. This image is a classic example of good typography.?
Font psychology
Communication is central to branding, especially with the customers. What is a brand logo if not a way of communicating brand values, tone, and ideals? After all, if we were to accept the picture superiority effect, we have to figure out ways to present it all in an appealing font style.?
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For example, say you want to tell someone that your business has been around for ages and has a deep history within your community. You may want to choose a serif font that is more traditional and has been around just as long. What if your company is only just starting, and you want to appear friendly, hip, and modern? You would steer clear of a more traditional font and opt for a clean sans-serif!
Font Styles and Hierarchies
I am going to go in details about six popular font styles. These are:
Of course, other than these styles come the importance of hierarchies. The viewer can locate such information by having a quick look. To achieve this, the designer uses a variety of font sizes for heading, subheadings, and the text body. Let me demonstrate:
This text is written in H1.
This text is written in H2.
And so on.
Qualities of Good Typography
Here are some ways to know if you're headed in the right direction if your font:
So, Which Typography Should You Pick?
The simple answer is that it depends on the brand identity you’re trying to create. As we’ll cover in just a moment, serif fonts can project a sense of tradition and respectability, while sans serif fonts feel crisp and friendly. Script fonts offer the beauty of handwriting, while modern fonts are futuristic.
It’s all about finding the inspirational typography that works for you.