Fonts are more important than you can ever imagine. Probably most of the people think there is nothing they should take care of as long as all the information is provided, but they will anyway be more attracted by something that looks nice and stylish, than by boring typography. When we work on a design project, we need a wide array of fonts, so we can test different styles, and make the project more appealing. Sometimes the person who orders the creative solution will demand using the particular font. Many corporations have custom typography that is recognizable together with their brand.
If you visit TypeType font foundry you will see plenty of different fonts and typographies that can inspire you for your design project. Designers know how challenging is to choose the right one and make it compatible with the graphic solution they have. Sometimes, fonts can change the whole story behind the design, and can make it look elegant, stylish, modern, or even frightening – it’s your choice. It’s easier to incorporate different styles when it comes to printable designs. Sometimes, some browsers can’t display some particular fonts, and you have to make sure to convert your project in some acceptable format. Also, some fonts don’t work on web copies. That’s why you must experiment and try different ones until you have the perfect design.
Here are a few reasons why fonts and typography are important:
1. You can make it recognizable with the brand
Source: thepolitetype.com
Most of the popular brands around the world have simple, but yet recognizable typography. No matter what, you will recognize Nike’s font, Adidas, Facebook, Versace, McDonald’s, Ben&Jerry’s, and so on. And their typography is mostly simple, with tiny details that make a difference. Also, the fonts can be associated with popular movies, bands, artists, or music labels. That doesn’t mean you have to invent something new. Just customize the one you already have, and give it a personal touch, especially if you work on establishing a new brand or project.
The unified typography among one particular brand makes it consistent and recognizable. Even some websites have specially created fonts just for them, and you can immediately guess who they are just by looking over them. Still, one rule should be applied, no matter what you do. Every letter should be recognizable, so it can be easier for the clients and audience to read it. There are plenty of mispronouncing names of companies, just because the designer has chosen the wrong font.
2. It’s important for marketing and advertising
If you use Times New Roman or Arial for your designs, you won’t make something that stands out among the other similar ads. No matter if you work on billboards, web banners, creative solutions for printed magazines and newspapers, or even flyers and brochures, you have to take care of how it looks, or if it’s easy to read. It’s a whole process of creating a recognizable brand, and you can’t do something that stands out if you use generic graphic solutions for that.
3. It can boost your creativity
Source: linkedin.com
When trying different fonts, or even customizing the current ones you have, improves your creativity. As you come to one solution, you are getting more inspired to improve it, by using tools for adjustment and customization. Don’t underestimate the creative process that happens in your head and hands, as you are trying to do different things, and improve the design of the project. Sometimes, the result comes a hundred times better than the original idea you had. You can turn your creativity into an exceptional project, just by switching among the different fonts, until you come out with the best solution. You can even provide a few of them, and let the client choose the best one. Of course, copying from recognizable brands is not recommended, because you don’t want to be associated with them, or recognized as a plagiary.
4. Typography sends a message too
The font and typeface are sending a message by themselves, no matter what’s in the background. There are fonts that are childish, and appropriate for something dedicated to kids. Also, for feminine brands, the typography should be delicate and elegant, and bold and strong if it comes to men. Finding the right solution to be “in the middle” when it comes to universal and unisex products for every age is challenging, but not impossible. You only need to ask your friends or coworkers what they think. You have to present the project to different demography, so you can listen to their opinion, and adjust the design. Maybe women will find it too bold, young people frightening, or adults too childish. The tiny adjustments will make the whole difference, and make your design appealing. And a lot of that depends on the font and typography.
5. Typography creates a whole picture of some brand
Source: clickmyemails.com
Most of the brands are consistent when they choose colors and fonts for their promotional projects. Also, you have to check if it can be converted to another language, that is using a different letter. For example, if something works great with Latin letters, you must check if it can git Cyrillic or greek letter too, especially when you want to place your product abroad. Yes, we know it’s plenty of work in your hands, but designers, and of course, the brand owners, should always know how important is to be consistent, no matter the market or the audience. That’s the only way to create exceptional graphic solutions that will be used for future advertisements.
Conclusion
Avoid basic and generic fonts and typography. They are great for official documents and the additional text in the brochure or printed material. But, when it comes to headings, logos, and branding, get inspired by the different fonts available on the Internet. You can even create one by yourself or order one from font designers.
Being recognizable and consistent is a proven recipe to be successful as a designer, and brand promotor too.
