Words are powerful. What we say and HOW we say them have a major impact on our audience’s response. In the world of Print Design, font, color and weight make impressions on how people read, comprehend and judge that content.
Research shows that a great layout with a well chosen typeface allows readers to easily understand the message of the content and encourages readers to take action. When choosing the perfect font for your product and your marketing materials you should consider the following:
Know the Font and the Where It Should be Used
A font consists of a combination of typeface with a certain style and size. It is generally categorized into four types: Serif, San Serif, Display and Script. Serif fonts have a small line at the end of letter strokes which make it highly readable for printed materials with high resolution, such as billboards, brochures and posters. The small horizontal lines provide proper contrast and spacing that make it easier to recognize letters and process the message of the content as compared to other types of fonts.
On the other hand, the minimal designs of San Serif fonts are perfect for materials with low resolution such as computers and mobile screens. The clean strokes of letters are more understandable in smaller sizes. It is also good for emphasizing certain words in your content.
Script and Display fonts are mostly used for fancy and unique titles in your marketing materials. However, most marketers believe that you should avoid using too many of fancy fonts to avoid distracting your readers.
Avoid Hard to Read Fonts
Forget decorative fonts, if not required. Hard to read fonts tend to cause eye fatigue and stress to readers. Remember, it’s all about readability. Choose a typeface that reflects the message that you want to communicate to your readers.
You may not believe it but each font is perceived as different. Fonts can be a tool to convey your brand message to your audience. San Serif fonts are associated with the words still, modern and clean. Famous brands such as Google, LinkedIn, and Apple are using the simple and minimal San Serif fonts for their logo which shows professionalism. Serif fonts, such as Courier and Baskerville are seen as traditional and reliable. However, if you want to create fun and unique marketing material, you can try Script and Display Fonts once in a while. No matter what type of font you use, it is important to be aware of the thickness of the font. A heavy-weight font is perceived as strong while a light-weight font is seen as soft and modest.
Select the Proper Font Size
The font size depends on the marketing materials that you want to launch. Adjust your size with the medium. For brochures, 12 pixels font size is appropriate. For mobile screens, it should not be smaller than 16 pixels. The headings should be larger to emphasize words and break the content. However, it is important that you don’t make your font size too large because it may not look good on screen and may negatively affect the whole design presentation.
Select the Proper Spacing and Line Height
The font spacing and line height are crucial to the overall layout of your design. It can affect the legibility and chunking of words. Tight spacing can be used to emphasize certain words while loose spacing can give an elegant look to the font. The line height should always be proportional to the font size regardless of the medium that you want to use.
With so many fonts available, it is hard to resist using more than one, but using too many can confuse your consumer. Be careful not to place too much emphasis on the style rather than the content. You should choose typefaces that look good together. Script should only be paired with Serif or San Serif for better readability.
Remember that every element in your design layout is important to the overall impact of your marketing materials. Feel free to explore fonts for your design but be aware of the meanings associated with each one. The best font is the one that helps you deliver the message that you want to communicate to your audience.