How To Choose A Typeface Sans-Question
Typeface contributes to your business as a first impression and is the communicative ground between you and the consumer. It acts as an instrument in portraying the characteristics of your product. In this article, we will give you some food for thought when choosing the typeface to represent your company’s branding.
The Importance of Typeface
The typeface and font style, along with the encompassing photographic or graphic elements, should all play and correspond with one another like one symphonic orchestra. If one instrument is out of tune, the listener will change the station.
No matter how beautiful or unique your artwork may be, do not disregard the importance of a working typeface. One simple unreflective typeface choice can cause two poor effects.
Firstly, the typeface can be in-cohesive with the overall design of your work, weakening the strong artistic presence.
Secondly, the message the typeface portrays is not parallel to what you’re business is offering which causes a disconnect between your company and the consumers.
Familiarize Yourself With Typeface
Before committing to the first typeface you find, it’s essential to recognize the four different categories of typography:
Serif typefaces include small lines at the end of each character while sans serif typefaces are one even width. Due to sans-serif typefaces composing a lesser decorative state, they are typically more used as headers or short captions.
Script and decorative typefaces are the most lively of the four, but should be used more sparingly. A constant reoccurrence of a script or decorative typeface can be hard to read and even interpreted as obnoxious.
How to Choose A Typeface
Understand your company’s message
Even though there may be times when you are not speaking directly to a client or a consumer, your typeface is always vocal. Consider how you want your product to speak. Loud and robust or comforting and smooth?
Identify your company’s characteristics
While some typefaces allow a multitude of variations, others can be limiting. Some are equipped with italic, regular, medium, and bold features, to name a few, whereas others may only contain italic and regular. Think about the many or few characteristics you would like to illustrate, and choose a typeface that allows you to portray that variety or simplicity of components.
Be attentive to your company’s aesthetic needs
Sticking with one typeface adds consistency and an overall well roundness to the design. This allows a clean, simple, and stylistic approach that should always be encouraged. However, the framework of some designs can be structured to hold not one, but two typefaces. This technique incorporates variety and variation into your work. If and when pursuing two typefaces, make sure they can play off of each other through contrasting appearances.
A contrast in weight or style can help your design become more visually appealing and easier to read. For example, to use a decorative font as the entire copy would be difficult to read. However, if you pair that decorative font with a simple sans serif, you can add an organized playfulness within your design. Find a connectable element between the two fonts and the consumer will establish a greater connection with your business.
Recognize the typefaces environment
When creating a design, designers tend to focus on how the text is reading right then and there. Don’t forget about the design works final destination. Will it be a small advertisement displayed on your cell phone, or showcased on a giant highway billboard? Choose a font that will allow your work to be most legible and heard.
Analyze the typeface’s emotional grasp
You’ve chosen your typeface, and your design is all set. Take a step back at your work and ask yourself these questions:
Will this typography enhance your business goals?
Will this typography captivate the emotions of your audience?
Will this typeface encourage people to share your message?
Designers must gravitate their work to the emotion of the consumer and typeface is a vital tool in doing so. Emotions are the real source of consumers actions and cause an increase or decrease in motivation and decision making.
A study performed by Kevin Larson & Rosalind Picard took a step forward in proving this connection between emotional reactions with typography. In a portion of their study, they handed one article to two groups of individuals. One group received good typography and design layout of the material, while the others received a lesser stylized version.
After the reading, everyone was instructed to complete a creative cognitive task known as the “Candle Task” riddle. All the participants received a candlestick, a box full of tacks, and a cork board mounted on the wall. The objective was to place the candlestick on the board in a manner where no wax would fall to the floor in a time frame of only 10 minutes. As a result, 4 of 10 participants successfully solved the task from the good typography condition group and 0 of 9 participants successfully solved the assignment from the poor typography condition group. This study reveals that successful typography can create positive cognitive functions which in turn can encourage individuals to develop a positive relationship with your company.
As a graphic designer, choosing a typeface can be difficult and requires a lot of patience. There are thousands of brilliant typefaces and you only require one or two. Take your time sifting through the realm of typography and don’t be afraid to revisit typefaces you previously discarded. Most importantly, whether choosing a typeface to be branded on every item you sell, or simply the body copy on your website, ask yourself if your typeface will promote positive emotions and good relationships with consumers. That positive relationship alone has the capability of promoting your business; All through the simple expression of words on a page.