Why are fonts important?

Typography has been around for over a hundred years. Not all fonts are created equal. There are many different weights and styles to choose from. If we take a formal font like Helvetica and use it for a publication people will usually take the content seriously. But if we had a font like Cosmic Sans then the playful nature will become less serious and people may question the credibility of the content.

Understanding the difference between a Serif and a Sans Serif is also important for every project. Serif fonts have a small indentation or line at the end of each letter, number and special character. In Italian Renaissance architecture serifs were created by the tools when carving letters into stone. People thought these characteristics helped guide the eye across the document and made the type appear aligned.

The very first Sans Serif typeface was called Caslon and it was designed in 1816. Sans serif typefaces are commonly used in advertising because of how legible they are. In the early days most of these font family’s didn’t have a lowercase option. They can be seen from a distance but do well at any size.

In the digital age it’s important to understand the history of typography. This will allow more experimentation when pairing the two styles. Many studies have concluded that serif fonts don’t improve cognitive identification of a letter. They also don’t help guide the eyes of the reader. Then Sans-Serif font’s don’t cause eye fatigue and they don’t have an advantage on a computer screen. This leaves the choice down to the designer. How will you pair the fonts or use them in your projects?

How can a font help your business?

There are several ways fonts can help your business. If used correctly, they can grab your target market’s attention. Like my example above Helvetica vs Cosmic Sans. Fonts can evoke moods and emotions. When used incorrectly fonts can be difficult to read. Some have poor spacing and others have too much clutter. This usually causes people to ignore your project entirely.

Using different font weights will help with hierarchy. For example, look at the different weight of the subtitles and the body copy on this blog post. Fonts also create recall. When we design logos we use typography that customers will remember. This will make the brand stand out from the competition.

The key to a good font choice in a project is consistency. When you find a good font family stick with it and use it throughout all your marketing campaigns. This will create a professional and harmonious look. The brand will become unified and easily remembered. If you need help finding a good font for your project reach out to Graphicsbyte! Our designers will assist you on your project.