Some people may not be aware of it, but typography is everywhere. From the books we read to the billboards we pass by on our way to work, there’s just no escaping it. It’s a major source of information and is the essence of visual language. For business owners and graphic designers alike, it’s important to understand fonts and typefaces. Typography graphic design is essential in the creation of marketing strategies for businesses. Get to know typography as we take a closer look at why it’s an indispensable part of our everyday lives.
What is Typography?
Typography is defined as the design or selection of letters to be arranged in words and sentences to convey a particular statement. Simply put, it’s the appearance or design style of a text. It is an art form that is indispensable in creating messages that are coherent and easily read.
Why is Typography Important in Graphic Design?
A good graphic designer is someone who is always keen on using it in their work. Using the most suitable font can mean comprehension which is the main reason for design—to send your message across. Typography can evoke certain emotions and mood that makes the whole design more impactful.
The right typeface adds value to any design. It gives uniqueness that images or illustrations alone won’t be able to pull off. Characteristics such as trustworthiness or credibility can be achieved through the right choice of fonts. If you want to project an image for your brand, typography graphic design will do it for you.
In this ad for United Nations‘ World Population Day, the design used different types of fonts that filled the entire area to the brim. It brilliantly shows the problem of overpopulation when the texts were cramped much like how the world is today. The ad didn’t have the need for images, the text did all the work for it.
The messages that a graphic designer can convey using typography is as varied as the number of typefaces there is. The main reason why typography weighs heavily in graphic design. But unfortunately, not every designer understands this. This is where a team of professional graphic designers can help you.
How Typography Can Help Your Marketing Strategy
Now that we’ve learned the importance of typography and why designers like to use it as much as they can, let’s get to know how it can play a crucial role in your marketing strategies.
A Great Medium for Communication
When people visit a certain website, they instantly get an idea of what the brand is all about just by the types of fonts used. Serif fonts are commonly used by those in traditional industries such as newspapers, magazines, and the academe. The sans serif fonts are best to use for websites or mobile phone screens as they are easier to read.
Typography defines your brand’s personality and conveys the sentiment you want your target audience to remember you for. Whether you’re choosing fonts for your website or email newsletter, careful consideration is imperative. The right font choice can mean the difference between communicating and being ignored.
Grab Your Readers’ Attention
We can’t put emphasis enough on choosing the right font type as it can truly add an unfair advantage to your designs. Typography has the power to get readers to perceive information quickly. For posters or billboards, this is very crucial as you only have a few seconds to catch the readers’ eyes.
Take this ad from Skinny Cow as an example of making a point with just the right typeface. There isn’t much going on in the background as all the design is placed within the text. The colors used gave contrast making the headline stand out.
Using a set of one or more typefaces can express your brand’s personality as long as you stick to that set. People will see harmony in all your marketing materials such as website, brochures, package design and many others. It provides continuity which can add a unique quality not only for your brand but for the entire marketing strategy as well.
The North Face uses fonts superbly as part of their values as seen from this branding guideline. This strategy creates uniformity in all of their marketing materials making it harmonious throughout. The concept looks clean and gives the brand an air of authoritativeness in the industry.
When there’s harmony in your branding and marketing, people will easily recognize you. If you use a specific set of fonts across all your marketing and advertising strategies, it radiates with rhythm and consistency. Consumers will more likely to notice you over your competition.
When you find the typography that suits your brand perfectly, identification for the viewers will come naturally. Your brand’s presence will be felt in every material or content that you publish.
Project Authority and Professionalism
One of the best traits you must strive to achieve for your brand is professionalism. Companies that enjoy long-term success will tell you that professional workplace behavior is the key to longevity. When your customers see you as a professional in dealing with business, they’ll also see you as someone who deserves to be respected.
This may come as something so beyond typography graphic design, but it’s not. Using fonts such as Comic Sans MS won’t inspire respect. Rather, it would make you seem just like the name, comical. On the other hand, fonts such as Times New Roman, Calibri, Verdana, and many others can make your content look professional.
Typography is one of the most important elements of good graphic design. It shouldn’t be ignored or taken lightly. Instead, it requires careful planning and utmost attention. If you’re unsure of how to get it right with typography graphic design, let the people who know take care of it for you.