Creating a long lasting relationship between customers and your brand with FONTS
November 6, 2016
Fonts are used in almost every design project like those of websites, business cards, posters, billboards, etc, etc. They come in handy while zeroing in on a logo, especially when it is a typographic logo you have felt disposed to. New designers often have a hard time saving themselves from getting into a tizzy by looking at the plethora of different font types. Sifting out the suitable fonts that match the taste of target audience and have the ability to communicate the message of that brand is a hard-one. Furthermore, the needfulness of visual appeal is also subjected to a perfect mash-up of colors and the fonts that go by with them. At the end of the day, it might feel like coming down to the beauty and attractiveness of the logo that apparently matters to the onlookers but the impression it leaves to them is hugely dependent on the typography, as every font has a unique message hidden in it.
Setting Your Brand Apart From the Competition
Choosing the right typography often ends up in giving a knackering day to the designers as the font has to set the logo apart from its competitors in addition to maintaining the identity of the brand. Visual impact of a logo is paramount to a befitting brand personality of any organization. However, fonts have to keep an eye on some other responsibility on their shoulders too, like an honest manifestation of the brand personality and how it stands out from its competitors.
Creating the right sentiments and perception with colors
A suitable font selection can be tricky at times as effective branding has to have a strong base of a unique recognition iced with a silent message that is easy to interpret and have the essence of being memorable to the target audience. Communicating the right message to the target market is the golden key to establish your brand identity and font type/typography plays a pivotal role in letting the potential prospects realize the ethos of your business along with inciting good feelings about your brand. If the fonts are unable to express the intended message and cast a wrong impression to those looking at it, it could result in a boomerang to the business. Your brand’s hidden message should be expressed stylistically with a right font selection in a way that is not misinterpreted by the audience when it comes to establishing a brand identity
Choosing the right fonts…. Ummm, the Simple Ones!
Simple typography has always been considered star of the show as it allows the onlookers to interpret the intended meanings and feel good about the design at a first glance. An effective design doesn’t really need a ton of typefaces to shine on, simplicity in font types draws more eyeballs and allows the beholders to focus on other parts of the design as well, thus establishing the basis of a strong corporate identity through designs.
Typography has long lasting impacts on how people perceive and feel about your business and it often falls between the cracks by the designers who are at the outset their careers. Font or typography is not just another run-of-the-mill, it does a lot more than that verily. There are many more aspects than simply totting up glamour to the design and capturing the potential customer’s attention, fonts have the forte to serve a variety of other raison detres as well. On websites, display banners, posters, billboards, newspapers, logos, detailed content, myriads of fonts are used in a variety of ways that seem suitable to answer the purpose.
Some fonts are easy on the eyes, some of them are distracting in nature while others are easy to scan or skim through. A common mistake found in the neophyte designers is not being able to realize the computability and suitability of various font categories like which ones are Body typefaces and which ones are display or decorative typefaces. Fonts come in various degrees of expediency, for example, bold, caps, snow capped etc, etc. Snow capped fonts present a different mood like that of Christmas or winters, while some fonts look like they’re made of twigs or logs, calling you to be used in the designs intended to give an outdoorsy look. If you’re new to designing and hit upon a stumbling block while deciding on a suitable font, always go for a neutral font to be on the safe side and avoid any hassle.
Influence user behavior with the right fonts and color psychology
Our eyes follow a certain pattern, scan path, as we read. A reader breaks the sentences up into scans and pauses while the eyes typically move across a page and then take a pause to process whatever the reader is reading through. Visual processing is, in point of fact, completely dependent on the pause we take and doesn’t keep on truckin’ when our eyes are running the scans onto anything. Studies have revealed that readers feel good after reading through a well designed layout and the very reverse mood is induced by a poorly designed layout, this feeling has often been expressed physically in the form of a frown as well.
Likewise, people who are exposed to a well-crafted layout with delightful fonts tend to have more efficient mental process, a stronger sense of clarity and a higher cognitive focus. Just a little act of looking at a certain font can trigger a powerful emotion and certain other fonts make the people feel happy and playful.
Psychology of fonts is instrumental in establishing an emotional connection between your target audience and your design. Sometimes the fonts might look like as if they’re not readable at all but they carry a strong emotional weight to them and are able to deliver whimsy or nostalgic message subconsciously. These induced emotional values in turn can become highly important to the brand’s identity and set a special relationship between the target audience and the brand in motion. These emotions create personality of the brand and it perks up the value of a font from just a text to a serious visual design ingredient. Having a deep knowledge of how fonts could interact with your intended audience’s hearts and brains, can help your logo design deliver the message in a way that is synchronized with the emotions of your potential customers.