Choosing a font for designing on the web or for print advertising is not necessarily an easy task. Different types can imply different things about a product or in any logo. The proper font selection can be absolutely crucial to portraying the right message. And without proper typographic training you may not know exactly how to layout the correct font or typeface, or common uses for each font as well. Those beginning in design or those trying to mimic other advertising and “wing it” might be successful if they are lucky, but it is important to remember that professionals in the field of graphic design will be able to deliver far better representations as well as work that has a better attention to detail. However, if you are in fact interested in completing designs yourself this article is for you. In this article, we will explore some of the ideas behind choosing the right font to use when displaying your message. We will investigate what font will resonate with your target persona for the content that you use in your web and print projects.
- Pick something that represents your idea well, not simply something that you like. It’s very important to remember that just because you like a certain font, it may not properly represent your product or communicate well to other people. The truth is that quite a bit of advertising contains the same fonts, this is because they are easy to read and because we see them so often we associate them with a professional image. Utilizing these fonts can help make people feel more relaxed about the information that you are trying to display because it will appear familiar to them. It is possible to edit these regular fonts using different combinations of weights and cuts so that you can create contrasting your work as well. Fonts such as Gotham, Interstate, Mercury, Perpetua and some others may appear extremely familiar because they are utilized by many different advertisers.
- Understanding groupings is also important. Keeping track of fonts by their grouping is important to help you categorize various fonts that will work together. Some fonts such as Futura will have very different groupings then a font such as Baskerville. Understanding the geometric groupings is important to keeping your advertising group together well and ensuring a professional look. Groupings can also convey different messages, Baskerville and Bodini appear to be modern and transitional fonts that can be used in this type of advertising, where as Myriad Pro is a font that resembles handwriting which will help to give your advertising more of a wholesome and handcrafted feel.
- Create a readable format with contrast. If you do decide to use two different fonts or typefaces on the same page make sure that they are very different from each other so that the information remain separate and readable. Creating contrast on the page will show a difference in your advertising and automatically bring the reader to establish a difference between the words that you are conveying. Doing this inadvertently with similar information can lead to confusion in advertising, so for simple ideas make sure to stick to the same font or typeface.
Hopefully these few tips will be useful to help you choose your next font for web and print advertising.