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When it comes to branding, there are a lot of factors that contribute to how your audience perceives your brand. One of the most important factors is typography. Typography refers to the style, arrangement, and appearance of text. The typography you choose to convey the vibe you're aiming for in your branding across all mediums can have a significant impact on how your brand is perceived by your audience. In this blog post, we’ll explore how typography impacts the overall feeling your brand conveys.
The Importance of Typography in Branding
Typography is one of the most important elements of branding because it communicates a lot about your brand. The typeface you choose can convey different emotions, such as elegance, modernity, or playfulness— the font(s) you choose can evoke totally opposite feelings in your audience, so it's important to choose them carefully.
The size and spacing of the letters can also affect the readability of your brand name or tagline. The choice of font can also impact the legibility of your message, and the use of color can evoke different emotions in your audience. All of these factors, when combined and thought about together, should accurately portray the right message or feeling you want your audience to feel when they experience working with you or using your product.
The typeface you choose can communicate the personality and character of your brand. For example, a serif font is often associated with tradition, luxury, or sophistication. Serif fonts have small lines or flourishes at the end of each letter, making them more ornate and formal. This makes them an excellent choice for luxury brands or high-end products. For example, the heading font that you see throughout my website is a serif font.
On the other hand, sans-serif fonts are often associated with modernity, simplicity, or minimalism. Sans-serif fonts are clean, sleek, and straightforward, making them a good choice for tech companies or startups. The body text of this paragraph is written in a sans-serif font.
Script fonts are often associated with elegance, femininity, or creativity. They are often used for wedding invitations, beauty products, fashion brands, or very feminine or elegant brands in general. A script font can convey a sense of elegance or femininity, making it an excellent choice for brands that want to communicate luxury, beauty, or sophistication.
Types of Fonts and Their Impact
Choosing the right font is crucial in creating a brand identity that resonates with your audience. There are many different types of fonts, each with its own unique characteristics. By selecting the right font for your brand, you can convey the right emotions and create a strong brand identity.
There are literally hundreds and thousands of places where you can purchase fonts that suit your brand and your brand's personality— Creative Market, DaFont.com, Pixel Surplus (one of my favorites), and if you're looking for incredible fonts that aren't overly used, do a little digging and find some independent type foundries who make and sell their own fonts on their own website. One of my all-time favorites is Jen Wagner Co, and you can get 15% off your purchase using the code THRIVE15 (this is an affiliate code, but don't worry, it doesn't cost you anything at all, it just gives me a small kick-back when you make a purchase!)
A font's size and spacing can also affect the readability of your brand name or tagline. A font that is too small or too close together can be difficult to read, which can negatively impact your brand's perception. On the other hand, a font that is too large or too far apart can look unprofessional or amateurish. And using certain script fonts that are almost impossible to read will not be legible across different mediums such as store signs from a distance, and other places. Consider where you're going to be using your brand fonts (and even your logos, too) when you're choosing them!
Color and Typography
The color of your typography can also impact the overall feeling your brand conveys. We'll get into another entire blog post soon on brand colors later, but for now, here's a little nugget of info for you. Colors have different meanings and can evoke different emotions in your audience. For example, red is often associated with passion, excitement, or urgency. Blue is often associated with trust, stability, or calmness. By combining the right color(s) with the right font(s), you can create a brand identity that resonates with your audience and conveys the right emotions, rather than just creating color/font combos that appeal to you. Remember— we're trying to win over our audience so we can earn their business, not ourselves. :)
In addition to color, the use of white space can also impact how your typography is perceived by your audience. White space is the empty space around your text, and it can help to create a sense of balance and harmony in your designs. Too much white space can make your design look empty or unfinished, while too little can make it look cluttered or overwhelming. Neither is very effective, so striking that balance of just enough white space is important as well!
To Recap
Typography is an essential element of branding, and it can have a significant impact on how your brand is perceived by your audience. By choosing the right fonts and colors, you can create a brand identity that conveys the right emotions and resonates with your audience. Whether you are designing a logo, creating a website, or designing marketing materials, pay attention to typography and its impact on your brand. A well-crafted typographic identity can help your brand stand out in a crowded space (online or in person!) and communicate your brand's values and personality.
Ready to create a brand identity that will win over your future clients/customers? Let's work together, friend! I'd love to help you curate a brand identity that not only looks and feels like you and your brand, but one that resonates with your target audience and encourages them to take that next step in working with you or purchasing from you! :) Tap the button below to schedule your free discovery call before we get started!
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