Typeface Matters…Here’s Why.

Typeface matters. Or is it fonts matter? Either way, it matters. Here’s why.

Conserves Attention

Attention is the reader’s gift to you. When you are producing content, you want nothing more than for that content to be consumed. That requires time and attention from your audience. And something as simple as which font you select from the dropdown can have a tremendous impact on the quantity of time and quality of attention you receive from your audience.

Many designers feel that simply making sure that the type is legible is good enough… “Got enough spacing? Check. Is it large enough? Check.” But research has shown that just as important is using a familiar typeface. People tend to prefer reading type that they’re used to reading.

Expresses Emotion

When we speak, our facial expressions, gestures, and posture convey context and emotion that are not evident strictly in words. The most evident example of this in modern culture is the use of emojis in text messaging. Texting alone doesn’t tell the recipient about the emotion, so we created the “emoji”, aptly named little illustrations used to let the reader know how we feel.

Typeface and font choice provide a similar range of emotions when used in print. Serif, sans serif, display, handwriting, distressed… all of these font options make a big difference on what you are trying to convey.

Establishes Priority

Size and color of a font can establish the priority of what parts of your content you want your viewers to see first. Using pops of color and large fonts will draw the viewer’s eyes there first. Using these techniques allows you to rearrange your composition so the most important parts don’t necessarily need to be at the top, just emphasized.

Helps with Brand Recognition

Consistency in font choices can improve your brand recognition. If you use consistent fonts in your design, logos, website, print, etc, your consumers will associate those fonts with your brand. 

Written by Kyle Wirick

Written by Kyle Wirick

Managing Director, Sales Contact Kyle

0 Comments

Related Posts

Firehouse Rebrand

Firehouse Rebrand

While rebranding Firehouse Restaurant, we discovered the rich history of this local barbecue joint. What began as a way to pay their way through college, Tom Seaton and Jimmy Carter opened Bucwood Bar-B-Que in 1980 in the back storeroom of “Buc Plaza'' convenience...

read more
SWVA Tourism Awards

SWVA Tourism Awards

Friends of Southwest Virginia discovered a need in their region. A need to recognize the outstanding work and contributions in advancing the Southwest Virginia Tourism Industry.  Because of this, a new awards program was created – the Southwest Virginia Tourism Awards...

read more
Life in the Smoky Mountains

Life in the Smoky Mountains

This year’s display is entitled “Life in the Smoky Mountains.” This incredible exhibit showcases the lives and personalities of people living in the Smoky Mountains before it became the Great Smoky Mountains National Park in 1940.Project summary The High Road Agency...

read more