Is an image worth a thousand words? – The power of typography
Content marketing is reliant on visuals to engage clients and prospects, promote the marketing message and build the brand. Social media and content platforms such as Instagram, YouTube and Flickr have become successful due to the ability to mix text and images.
From websites, social media posts, blogs, emails and product reviews, it is estimated that 80% of the activities we do online are fundamentally based on reading text.
Graphic designers and creatives understand the power of typography. There is a whole science to it; how to lay it out, character width, spacing and height and when considered closely, a well-chosen font can infuse your brand and content with a sense of personality and style, creating connections and cultivating emotions of an engaged audience.
It has been proven that the choice of font can affect how a piece of content is perceived and digested.
Serif fonts were developed by the Romans and still dominate the world of print. They are most suitable for large bodies of text such as blogs, books and magazines. This is because the human eye perceives serif fonts as more visually stimulating. This is due to the ‘feet’ and ‘tails’ making the character stand out and easily recognisable to the brain. While they have fallen from popularity since the birth of computers, they have become increasingly popular in logo and branding design as they can have a premium look.
San serif fonts are relatively new to the world of typography. Emerging in the 1920’s, they are considered more modern, casual, informal and friendly. They are great for headings, social media comments and captions. This is because they are easy to read at small sizes and have great impact when oversized in headings. The computer and smart devices have seen an exponential growth in their popularity due to their on-screen legibility.
Script typefaces are considered to be the most expressive as they have been developed to look like handwriting, making them feel personal. They are great for posters, social media posts and overlaid on images. They have become very popular for bloggers, where the individual is the brand, being used as header images.
Successful businesses use typefaces as part of their brand and throughout all marketing collateral. Typefaces should be chosen carefully and consider the personality they can bestow on a business.
If you feel that your brand needs a refresh, or you need help with your marketing message, contact the team today.