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Creating a strong brand is the key to successful marketing. The content of your marketing materials is important, of course, but the way that you present it needs a lot of thought too. People always put time into color schemes, good use of pictures and the layout but often, the fonts and typography that you use is chosen without too much care. We often underestimate just how much difference the font can make but it has an effect on your customers. These are just some of the great ways that you can use typography to improve your brand.
When you create a brand, what you’re trying to do is send a message to the customer. You’re trying to give them an understanding of what your company is about and what your core values are. Telling them is one option but people aren’t interested in a long wordy advert, you need to send that message visually. The typeface that you use is a good way to do that. For example, if you want to tap into an older demographic that is attracted to a traditional company, you shouldn’t use a modern looking minimalist font. You should also think about what the purpose of the words is. If, for example, it’s a call to action, a more angular font that conveys a bit of urgency and stands out is a better choice than something more ornamental. When you’re mixing fonts, make sure to put proper consideration into how well they go together, otherwise, everything will look a bit out of place.
Even though you’re trying to convey a message through the font, you still want people to read the information that you’re putting out there for them. The font can really help to keep their interest until the end. Some are a lot harder for people to follow, particularly more decorative ones. There are some different choices depending on what you’re trying to do. On a website, you should use a font that is specifically designed for reading on computer screens to avoid eye strain. Helvetica and Georgia are some of the best; they might be fairly simple but they’ll improve the readability of the site. You’ve got a bit more freedom when you’re creating physical marketing materials but you need to make sure that you don’t sacrifice readability for style. You still want to express something about your company but you have to strike a good balance between the two.
If you want to know how to market your company well, look to some of the biggest companies in the world for inspiration. Coca-Cola and Youtube have both created their own custom typeface which customers will instantly recognize as theirs. If you create your own corporate typeface, it makes your marketing materials more unique and iconic so they’re far more likely to stick in customer’s minds. It also means that similar fonts and typefaces used by other companies will make customers think of your company.
Don’t underestimate the power of a good font when you’re trying to build a brand.
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