If you’re creating tourism ads and would like to inspire a sense of adventure, a distressed font may give your message an audacious flair. If you’re in tourism marketing and your target audience is families, a non-threatening, inviting, rounded font may be an appropriate choice. What type of font would best help you deliver your message? Consider your customers and how you’d like them to see your business. Look at how much less effective those messages are in a different font: Typefaces to Considerįorth and Createposted an excellent resource for choosing a font for your brand. The typefaces they use range dramatically but work perfectly for those specific brands. We’ve remixed some iconic slogans with different typefaces. The Impact of Typography on Brand Messages Sans serif fonts are often considered more readable on the web for long passages of text. Sans serif fonts, on the other hand, don’t have these flourishes - a well-known example would be Arial. If a font is considered “serif”, that means it has flourishes on the ends of at least some of the characters. What’s the difference between a serif and a sans serif font? If there’s a print font that you’d like to use that isn’t web safe, try to find a comparable font to use for digital projects. Print, of course, has no such limitations. “Web safe” fonts are fonts that are either standard system fonts (fonts that your computer comes with), or fonts that are specified in the code of a website and are rendered in your browser. How should you approach picking fonts for print versus digital use? Today, most people use the terms interchangeably, though some designers still prefer to be accurate in their terminology. A font, on the other hand, describes a specific subset of a typeface – Times New Roman, bolded, in 14 point type, for example. The term “typeface” would broadly apply to Times New Roman and all its versions. But how? 3 Burning Typography Questions, Asked and Answered Typeface vs. While a different typeface is just a click away for today’s marketers, the same is true for their competitors - and because of that, it’s more important than ever to distinguish your brand with meticulously-selected typography. During his commencement speech at Stanford in 2005, Jobs discussed how he had taken a calligraphy class 10 years before designing the first Mac, and because of that, the Macintosh was the first computer with beautiful typography, and likely prompted the same progress in all future PCs, too. And interestingly enough, we may have Steve Jobs to thank for that. On the right, this image (from Noble House magazine, produced for Noble House Hotels & Resorts) features a condensed typeface that expresses an “into thin air” feeling that goes hand-in-hand with the title: “Evaporating Art”.Ĭreative software offers people the ability to easily toggle between typefaces and fonts (and yes, there is a difference). The scratchy typeface on the graphic on the left (from Mosaic magazine, produced for Benchmark Hotels & Resorts) matches the content – in this case, a story about the reintroduction of wolves in Wyoming - by invoking associations with the wild. At Hawthorn, it’s something we notice every day on the monitors of our designers’ – it’s amazing to see how different text can look and feel based on the typography choices they make. Often an overlooked component in marketing messages, typography is the written version of “it’s not what you say, it’s how you say it.” Two messages containing the exact same words can have two entirely different messages, depending on the typography choices.
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