Written by: Nate Rodriguez
So, you’ve revamped the written content on your website, modeled the layout, and improved the media on the web pages as well.
And yet, for some elusive reason, there’s something off - your brand isn’t coming across the way you need it to.
It could be that it’s your brand typography that’s the culprit.
Things as seemingly inconsequential as the font and the spacing used on your website have a great deal of significance on how far your brand reaches.
In this article, we'll dive into the top 4 tips on how you can use typography to your advantage.
When it comes to brand typography, this is the fundamental principle you need to keep in mind.
The impression that your audience gets at first glance is what decides whether they stay to find out more, or move on to other sites.
Using typography to present the content on your web pages and the tagline below your logo in a neat, crisp manner can be of tremendous help here.
Every brand has one distinct feature; some are bold, others are responsive, while others focus on functionality. Interestingly, typography can help bring out this core element of a brand.
For instance, a straight, bold font in a logo or a site gives the impression that the brand it represents is strong and certain, while italicized content appears more accessible and adaptable.
Color, spacing, and even the way you hyphenate your words can go a long way to let your audience understand what your brand stands for.
Generally, a brand logo looks best when it uses one single font. Similarly, a website could turn out to be more attractive to the viewers when it employs a maximum of three fonts – one for the page header, one for the content in the body, and one (if needed) for any statement that needs to be highlighted.
Of course, this rule can be tweaked occasionally. However, the general guideline is to avoid choking your brand logo, tagline, or website with too many fonts.
Kerning is the word we use to describe the space between the characters.
And yes, although it seems like an insignificant element, kerning actually has the potential to make or break a brand. Too little space between the characters has an adverse effect on the clarity of the content, and makes text difficult to read.
On the contrary, with too much space, the text could end up with an altogether different feeling. The key is to find the amount of spacing that’s just right when you’re using typography is graphics.
Your designer should have a good sense of this; talk it through with them if you have any concerns about how your typeface appears.
In these ways, and in many more, brand typography has a subtle, yet substantial, impact on how your brand connects and communicates with your audience.
Once you understand how the various elements in the typography used on your web pages and in your logo come together to create a brand, you’ll be better equipped to use these tips to your advantage, and to build a brand that successfully and consistently reaches your target audience.
Note: We create websites with the perfect typography for our clients day in and day out. Get in touch and let's get to work.