Font choice is as important as the quality of your content, regardless of platform. Fonts elicit an immediate emotional response. They are a picture form of your content, and you must consider what message that picture is sending. The best content with the wrong typography can turn off a reader immediately, ruining your best marketing efforts and wasting your time and marketing spend.
Some basic knowledge of typography when choosing fonts is important, especially if you are doing your own marketing and not using an agency:
Example: EB Garamond is a typeface. Fonts available include EB Garamond Light, Medium, Semi-Bold, Bold, Extra Bold. Each is unique, but they are all part of the same typeface family.
There are pros and cons to both. The use of one or the other depends on what type of content you are producing: Will this be a logo? A blog? A website? Heading subordination scheme? Will you be using this content in print or online or both?
Our Points Group logo and website text uses a sans serif font for a sleek and modern look.
Color is a form of nonverbal communication. Again, your intended message, the placement of your content, and your audience should dictate color usage, as well as your brand image. Color usage has its own psychology. Each color conveys different emotions and messages. Color theory is a science and there are even color consultants.
Online readers have extremely short attention spans. How you arrange your text will affect whether they will choose to read more than your meta-description.
You never want to create a disconnect for your reader because you chose an incongruous font for your content. For example, you would not use Curlz for the body text of a blog about post-surgical home care. This is an extreme example, but you get the idea. A few typefaces and their uses include:
Your goal is to engage your readers, elicit a reaction and persuade them. You’re creating a visual masterpiece of content. When in doubt, choose an experienced agency who can help you design the right brand image for you and convey that to your audience. Points Group has over 20 years of experience and can help you create your typographical masterpiece. Contact us today for a quote. We offer package and a la carte pricing for the small business budget to full service campaigns.
Further reading and watching on the use of typography in everyday life:
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Points Group, LLC
150 Morristown Road, Suite 220
Bernardsville, NJ 07924
This document was last updated on July 24, 2014