It's easy to underestimate the importance of our font; they're just utilitarian anyway...right?
The function of fonts, apart from the obvious delivery of our message, is easily relegated to an absolute utilitarian role.
Sometimes, this is due to the limited choices on the different platforms we work on - website platforms, design platforms or applications and the like. For most people there's no real difference between typefaces and the implications of using one over the other just goes over their heads.
And then, there's the overwhelming choices between typefaces, and some of them look almost the same! So which one do you choose?!
But your typeface choices are important and they do have an impact, so while it's easy to underestimate their value, we really shouldn't.
Another branding coach had this to say: "Every little thing you choose for your brand can either reinforce your brand feel, or undermine it. Don't underestimate the importance of your font choices." - Julie Gibbson, Brandiwork.com
A quick typography 101 first though. In technical terms, all the different forms or glyphs that we call fonts are really the typefaces. For example - Times New Roman is a typeface.
Fonts are the different iterations of the same typeface, for example - Times New Roman ITALICS, REGULAR, BOLD or BOLD ITALICS are fonts of Times New Roman. For the purpose of this and future coaching, we will stick to these proper designations.
The Function of your Typefaces
Just like our colour palette, this design element relies on what we've established as our brand values, mood and tone encapsulated in our personality. It's not enough to choose a typeface that looks pretty or modern. It has to help your brand.
For example, if your brand is energetic, your offerings are energetic, it doesn't serve to have thin or even serif typefaces which evoke formality. Nor would it do to have the modern, fancy, and gritty urban typeface if your brand has a serene, quiet mood and tone as with meditation and breathwork as your main offerings.
Ok, so my examples may be on the extreme end of the scale, but the point remains. Typefaces, like colours, also have their own personalities or characteristics. Some evoke solidity (like chunky sans serifs) some elegance (like French Scripts) and most can be used as an added graphic element.
Study the example below - different typefaces, same words, same 70 points for the "meditation and breathwork" and the same 50 points for the name of the typefaces.
When choosing typefaces
It's advisable to have two sets under your brand. You'll want one for headings and emphasis and a simple one for body copy. They have to match though and make sense as a pair. If you need to expand your selection, you can use the different fonts of your typefaces. This way, you keep your content neat and more "put together". This technique also underpins your brand and makes everything your put out cohesive.
Apart from enhancing and reinforcing your brand, your fonts should also satisfy your own tastes
It should reflect you.
Commenti