This article was contributed by Lexie Lu.
Typography is often overlooked when it comes to website design. Yes, some of it is taken seriously. Your logo and certain graphics were most likely designed with your brand in mind.
But what about your chosen typefaces / fonts?
Your typeface says more about your brand than you might think. Every design and typeface you use has a different impact on your users.
Here are seven reasons to pay attention to typography. It’s powerful stuff and can even influence the voice inside your head.
1. Type Influences Decision Making
That’s right. Typography has mind-control powers. The typeface you choose can alter your visitors’ perceptions.
Although this study shows Baskerville is considered the most trustworthy font, I wouldn’t go changing your entire website. The typeface you choose should fit the tone of your website and help tell the story of your brand. It’s important to keep in mind that certain typefaces do have an impact on your users. Test a few different typefaces and see which one yields the best results.
2. Type Evoke Emotions
The best way to get people to care is to evoke emotion, and typography is the perfect tool for this task.
Your logo, colors and type choice can evoke emotion from your users. Good typography can lift people’s spirits without them realizing it. It can make them feel creative and give them a positive association with your brand. After all, the purpose of typography is to extend your brand’s story.
EVS created a page on its website to celebrate the new year and had people physically represent their message. At the end it says in a handwritten typeface, “Together we’re making the extraordinary.” This look represents a personal tone and evokes an appealingly imperfect quality. The audience feels included and becomes inspired as well.
These tiny details can help you stand out and make people emotionally invested in your journey.
3. Type Connects to Your Brand
Everything you design is an extension of your brand. The typography you choose to incorporate in your work gives the user a better idea of who and what your brand is all about.
Typography is a reflection of your brand’s tone. Let’s say your brand has to do with cowboys and has a Western theme. You wouldn’t use the same font as for a digital clock. This font doesn’t match the user’s expectations of your brand, and this causes a lost connection.
Every brand has a story. The typeface and logo you use should add a unique element to the storytelling process. You want users to connect to your brand without them even realizing it.
4. The Correct Type Builds Trust
Type is generally the first thing people see when they visit your website. It’s the first element of your design that can make or break their loyalty to you and your brand. This is why typography plays the most impactful role of design, which is building trust.
You want people to feel positive when looking at your typography. Building trust is a great way to do this. Your typeface should match — or exceed — the user’s expectations.
You can also build trust by making your typefaces professional. Black Times New Roman font won’t go over well because it’s the standard font that can be found anywhere. It also makes it look like your website was just quickly thrown together without any effort.
Choose a professional-looking font that matches your brand to build trust with your users. Once they’re loyal to your brand, they’ll never let you go.
5. Type Enhances Readability
Typography in your logo and header certainly impact how users view your brand. Although this is highly important, the typography you use for your web content is just as vital for success.
Different fonts are responsible for the user’s readability. A 1986 study of fonts found 67 percent of participants found serif fonts easy to comprehend, while 12 percent of participants preferred sans serif. The smallest details in certain fonts can determine the complexity of your content. Choose a font that is easy to read so people stay on your website and take in your content.
6. Secondary Typefaces Matter
After spending a colossal amount of time looking at different fonts for inspiration, you finally came up with the perfect design for your logo. Unfortunately, your work isn’t done yet. A bad secondary fontcan ruin any impact the logo’s typeface might have.
Using the same font as the primary logo for the sub-logo suggests the sub-logo logo is just as meaningful. The user is tempted to look at both at the same time, even if the secondary font is smaller.
Don’t make this mistake with your secondary font. Make it thinner so it a to the typography you chose for the primary logo.
7. Type Size Makes an Impact
The type of font and style of your typography is important for any design. The color and way it’s presented will also have an impact on viewers. The size of your typography makes an impact as well.
If you’re designing an infographic or slogan, chances are there are specific words that you want to stand out more than others. If you’re creating a design for the sentence, “Here are the top trends for back-to-school shopping,” you probably want back-to-school shopping to stand out more than the.
You can separate these words from the rest of the pack by making them larger. Increase the size of impactful words to add an element of importance to the design.
Source - JustCreative.com
A brand audit is effectively a health check of a brand to identify and address problems areas with a net result of helping businesses turn things around and grow their bottom line.
The purpose of a brand audit is to ascertain how a business is performing in the eyes of its customers. It offers the following benefits:
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What is corporate identity? – The visual aspects that form part of the overall brand. The identity or ‘image’ of a company is made up of anything visual that represents the business.
What is a logo? – A logo identifies a business in its simplest form. It is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.
NOTE: it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.
Marketing is tactical. It’s actively promoting a product or service pushing or driving a towards a specific result. Branding is strategic. Branding should both precede and underlie any marketing effort.
Branding is not push but pull. Branding is the expression of the essential truth or value of an organisation product or service. It is communication of characteristics values and attributes that clarify what the particular brand is and is not. A brand will help encourage someone to buy a product and it directly supports whatever sales or marketing activities are in play. Marketing may contribute to a brand but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing campaign ends.