Typography can be overlooked or underestimated often, especially when it comes to branding and marketing potential. The first step to understanding the power of typography is to get a grip on what it is, and represents. Think of typography as the primary aspect of your logo and branding that is going to catch the attention of customers and potential customers, either consciously or subconsciously.
In this blog post, we are going to look at the power that typography holds and why you should invest time and energy into it when dealing with your branding and design.
- As mentioned, typography is one of the key things which people see and are either captivated by or not. Design is emotive, which means customers are can be affected by your branding through feeling. For example, if your brand identity and design have 80s advertising influence, somebody may feel nostalgic as your branding took them to their childhood. Therefore, note this when you are dealing with typographic elements: it has the power and potential to make prospective customers feel something; which is important and beneficial.
- By definition, typography is the design of words and letters. It is the science behind text layout which feeds heavily into how your marketing collateral, campaigns, banners etc are perceived and read by the public. It is therefore key to remember that making use of clean, legible typeface and fonts is going to ultimately yield more traction. Of course it is fun to experiment and play around with different looks and moods, this is fine, however ultimately comprehension is the most crucial part: make sure your audience is able to read and understand your message.
- Because typography is a lot about format and layout, and most of all to get information across that makes sense stylistically, it is a good idea to use varied letter sizes, line spacings and letter spacings. This forms an information dynamic, which is essentially accentuating the most important information so that viewers can have a clear idea of what the message it, without having to read everything.
- Make sure your typographic design and layout creates harmony: similar to the above point, maintain readable line and letter spacing, consistent typeface and font so that there is a sense of unity and memory for the viewer.
- Speaking on memory, possibly the most incredible power typography has is the ability to stay in people’s minds. A person’s memory is something to think about when designing: are you creating something that a passer-by is going to walk past without looking twice at or stopping. Leave a lasting impression with recognizable, simple and consistent typographic elements.