When it comes to branding, the importance of typography is often overlooked. What is typography?
It is the technique and art of arranging type. Typography and branding go hand in hand. It is just as important as the graphics created. Bad typography can ruin a brand’s aesthetics, where as good typography becomes a way for a brand to connect and be identified. Typography is essential, part of creating the brand identity.
To get a better understand of what it does and how it affects the visibility your brand, here are 5 things to consider when choosing your font choice for your business.
5 WAYS TO BE UNIQUE WITH YOUR CHOICE OF FONT
1. Choosing the right font family is the start of a meaningful typography. Different fonts give off a different meaning when using them. You have a variety of categories to consider and choose from, such as serif, sans-serif, display, script, and handwritten.
2. Combination. Pairing fonts together creates a unique personality. Make sure you choose the right pair that compliment each other. Consider hierarchy when deciding as well. Bolder and more important type at the top and have the tagline, sub-headings, and body follow in a smaller and lighter font.
3. Limit your use of fonts. Having no more than 2-3 fonts with your designs creates consistency and makes it easier to recognize your business. Anymore than that, and it creates a clash with your brand.
4. Use of space. Kerning and tracking can change how a font looks. You can have your font bunched together for a bolder and impactful approach, or spaced out for a relaxed and sophisticated view. Playing around with both will not only make your style different from others, it adds on to the personality as well.
5. Weight. The weight of your font contributes to the style of the font as well. Something that’s heavy screams bold, urgent, or strong. Something that is light in weight creates a softer and elegant appeal.
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