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Fonts play a vital role in visual communication and marketing, as they can set the tone, convey meaning, and create a visual hierarchy. They are used in a variety of media, including print materials, websites, advertisements, and more. Below are a couple of facts regarding fonts that may help you in understanding and choosing fonts for any marketing pieces you create as well as help you with your firm brand perception.
- So, what is a font?: Simply put, a font is a collection of characters with a similar design. These characters include lowercase and uppercase letters, numbers, punctuation marks, and symbols. Most of us use one or two fonts in our daily usage of emails, writing memos, etc. with Calabri, Ariel and Times New Roman being the most common fonts with Arial and Calabri being simple and easy to read and Times New Roman being more traditional in appearance. This said, there are currently over 200,000 fonts spread across 5 font types – Serif – most traditional font type, Sans Serif – which are clean and simple, and easier to read in digital format, slab serif which are slimmer and more blocky providing the benefits of Sans Serif with an even more modern feel, Decorative Fonts that are creative and unorthodox, and make great a great headline or title of a print piece, and finally Script Fonts which closely mimic calligraphy and cursive handwriting.
- Brand Identity: Choose fonts that are consistent with your brand identity. Consistent use of specific fonts helps in creating a recognizable and cohesive brand image. The fonts you choose should reflect the overall style and personality of your brand. Serif Fonts work well in situation where you may be portraying a sophisticated and elegant design while Sans Serif Fonts are typically viewed as more modern, more approachable.
- Font Legibility: Choose fonts that are easy to read (especially for body text) based on the medium. Sans Serif Fonts like Arial and Helvetica are often more legible on digital screens, while Serif Fonts like Times New Roman are commonly used in print for their readability. Additionally, sans-serif fonts are generally easier to read on small screens, such as those on smartphones and tablets. Generally, avoid using fonts that are too small, too complicated, or too decorative.
- Font Pairing: When using multiple fonts, consider their compatibility. Some fonts look better together than others. Too many font styles can make your design look cluttered and unprofessional. Fonts should complement each other and create a cohesive visual identity. Typically, pairing a decorative or bold font with a simpler, easy-to-read font provides a balanced and professional look. For example, a classic font pairing is Times New Roman with Arial, which combines the formality and readability of Serif Fonts with the simplicity and versatility of Sans Serif Fonts.
- Fonts vs Typeface: Originally, the term "font" referred to a specific size and style of a typeface. For example, Verdana was a typeface and Verdana 16px bold would be a specific font. However, in recent years, the terms have been used interchangeably, with companies like Microsoft, Apple, and Google all using the term "font" to describe a typeface. It is now generally acceptable to refer to the two terms interchangeably.
Understanding these aspects of fonts will improve the visual appeal of your content but will also enhance its readability and accessibility for your audience and help define your brand. An easy way for you to view and “play with” fonts is using your word processing or email software. Generally, most of these have hundreds of fonts preloaded.
