“Typography” is simply defined as “the style or appearance of printed matter.” And there is a whole design world hidden behind what is commonly known as “text” or “print.” Before the digital age, typography existed, but was limited to things like what was printed in magazines and newspaper articles, or the signage on a storefront. Now, typography has exploded into an art form that has brought web designers, graphic designers, and marketers SO MANY font and type options.
We hear these questions a lot: why is typography so important? What purpose does it serve? These are honestly great questions, and we would love to share with you some of the key roles I see typography playing in marketing today:
It provides tone for your brand. The font that you select is one of the surest ways to define the personality and tone of your brand. Is your message bold and playful, or more free-flowing and laid back? These ideas are expressed clearly through the font type that is chosen.
It builds and creates brand recognition. Using consistent typography for your business is a foundational component of your brand’s recognition. Your audience will begin to associate a certain font with your product or message. Through typography, you are establishing your own unique identity on the web.
It reflects hierarchy in your message. Practically, typography provides an excellent tool for establishing hierarchy on your website or on your product. As you use different font types and text sizes, you are guiding the reader to see the emphasis of your content. Here, we see that typography is invaluable for practical purposes, as well as creating visual appeal for your business.
It engages the reader. Much of the value of typography comes down to its ability to engage the reader. When it is done well, it draws the attention of your audience from the first glance and holds their intrigue as they enjoy your creative message expressed through type.
At Vivant, we see the power in excellently selected and curated typography for your business. It is the heartbeat of effective marketing and branding. We believe that there are few things more satisfying than finding the font that perfectly and uniquely communicates the message of each client as their brand begins to take shape.
XOXO,
Tami & Sheree