Designing a marketing piece for your company? Choose fonts wisely! Fonts say everything about your business, your objective, and your brand. Here are four tips to keep in mind:
1. Dress for success
Choosing a font is like getting dressed for the day. Just as you would dress differently to go to a baseball game than you would to attend a wedding, your font choice should reflect your content. Each font has its own personality and it’s up to you to decide if that personality fits the piece.
Type can be fun, edgy, decorative, or eye catching, but remember that its primary purpose is to serve the text. It should make the words easy to read. It should never overpower the text.
Avoid using two fonts from the same family in the same piece. It’s hard for similar fonts to coexist without leaving us wondering, hmmm are those the same font, or aren’t they? Be bold and choose fonts that are very obviously different by pairing a modern font with a more old fashioned one.
4. Don’t get carried away!
Display typefaces can be a way to add unique personality to your piece. Remember to use these sparingly and in combination with basic ‘body typefaces.’ In other words, don’t type an entire restaurant menu in Lucinda Handwriting.
Interested in giving a font a test drive before you buy it? Monotype lets you test any of their 8,000 fonts for free. Skyfonts allows you to rent fonts for as long as you need them.
Need help designing your next marketing piece? Call FORMost for help! 301-424-4242.