Good marketers know what their audience wants. They know how a consumer selects products, and that there are various aspects from design to quality to the marketing tools used that can sway a buyer towards their product.
Fonts are however a marketing tool that are often underutilized and overlooked, not only by marketers, but also by designers. But the right font can make quite the impression on your buyer or reader (or whoever you’re targeting).
This infographic explains what a good font means in your case (because there is no shortcut to finding the right font), and how you can hit the mark every time.
Here are a few things that will help you make more informed decisions next time you’re approving a design for a campaign.
Fonts and typeface are two different things that are oftentimes used synonymously. Basically, the word typeface refers to the style of the letters (where they are serif, or sans serif) and font refers to their thickness, weightage, the size etc.
Different fonts can be part of the same typeface, and the same typeface can be found in many different fonts. Fonts and typefaces can help set a certain mood, and convey certain messages through design. , your font of choice says something about what you are actually saying.
But still, the question comes to mind, why should I care about fonts? The answer is quite simple, and it has everything to do with your audience. No matter what the proverb says, humans judge books by their covers and companies by their online presence. If your website looks like it was last updated in the summer of 2011, and your visual content has no spice, it won’t matter how valuable your information or services are.
So simply put, the right font will catch the reader’s eye, and help you get your message out there. And as a marketer, it can be a valuable tool in creating the right tone for your web page.