It comes as no surprise that we LOVE fonts!
In our opinion, a font is one of the most emotive brand elements you can use (say WHAT???). Please stick with us here…
You’ve probably heard for years that “Content is King”. And yes, content was the big kid on the block some time ago when SEO (Search Engine Optimisation) proved its marketing worth and we were all mad for blogs.
Fast forward to today, and having great content is no longer enough. Visual presentation and an engaging customer experience is key for attracting viewers and potential customers to content.
Does Your Brand and its Visuals Rock Your Conversions?
When building a brand, your visual brand elements build an external perception of your business. They can create an emotional connection, a spark of trust, love or any positive feeling towards your business.
And, you want your audience to be inspired, excited, motivated or challenged to take the desired action. In marketing terms, we call this conversion.
When it comes to the all-important conversion, the BRANDiT crew believe that fonts are the most under-leveraged champions of brand creation.
Fonts that make you FEEL!
Take a look at each of the images below and ask yourself “HOW do they make me feel?”
Each is trying to hit a specific target market. What do these fonts say about the businesses they represent?
What we find happens in 95% of small and medium business marketing is that the “DOTCOM” example below becomes everyone’s idea of looking professional.
Our question is, how do you stand out when you look the same as everyone else (and your audience drives straight past you)?
Not only are fonts powerful, but most fonts are also FREE – or cost very little. This makes them big bang for buck, with a cost-benefit that can quickly change the perceived value of your business.
Fonts in Website Design, Social Media and Content
The art of typography (the art of font creation and use) and the importance of font choice have never been more prominent as web designers have become more analytic about their font choices.
Fonts are not simply chosen for their looks alone but also for a variety of factors. These include the market they are trying to attract (age, gender, interests), the type of products and services sold and the impression the company wants to give.
Visual hierarchy is also another push factor for website designers to be more strategic about their font choices. The type of font used will naturally guide the viewer through the site and eventually reach a point where they are ready to make a purchase.
Did you know?…. Typography is the art of arranging letters and text in a way that makes the copy legible, clear, and visually appealing to the reader. A typeface describes a particular style of lettering. A font refers to variations of a typeface, like its size and weight.
Another important factor to note here is that statistics show that viewers are more attracted to videos and pictures. Therefore, content needs to be brief, descriptive, engaging and especially visually attractive so that the viewer can get the main gist of the content before they leave the site.
According to Conversionxl.com, 50% of browsers scroll through a page but the majority of them only read 20% of the content before leaving the site. This makes the placement of headings and content crucial to gaining their attention and keeping them on the site.
And, if you have lots of long content, the font needs to be easy to read and gentle on the eyes.
When building a brand, we focus on developing your primary font as something unique to your brand’s style. It must be flexible enough to work in headings, and it must also be compatible for use with images and on-screen content. Lastly, there also needs to be a passive, easily readable font for your body copy.
What about fonts in logos?
Fonts are so loaded with personality, that a well-designed logo can just use typography alone.
Don’t believe us? Take a look at Google, MailChimp, Cadbury and Visa.
If considering a font-based logo, remember that font type, size, spacing and colours all must reflect your organisation’s objectives and be attractive to your target market.
Logos that use typography alone also work best when self-explanatory, and also not too long.
Keep in mind that a logo represents a company, so it should use a font that portrays the essence of its personality. For instance, an insurance provider may prefer a more professional look while a surfboard shop would prefer a more relaxed look.
Finding the right font is not easy, which is why most organisations leave it to professional designers to create their logo.
So, if you’re not sure of where to start or where to look, get in touch with BRANDiT’s crew. We’ll get you on your way towards building a strong and profitable brand presence! BRANDiT is a Full-Service Marketing Agency meaning we do it all. Servicing the Gold Coast, Brisbane, Sydney and Melbourne, get started by calling us on (07) 5619 3014.
ARE YOU READY TO BE ROCKED?
