Here in the Kaizen Brand Evolution studio, we use typography every single day in our work. In every brand that we generate, on every website that we design and in every logo that we create, it’s always there and always important to us.
Typography is described as being “the study of the design of typefaces and the way in which type is laid out on a page to best achieve the desired visual effect and to best convey the meaning of the reading matter”. It may seem like something very simple, and like it may not make much of a difference when it comes to design, however, this couldn’t be further from the truth. In fact, Typography can often be the element that either makes or breaks the main design, whether it is a logo or just a piece of packaging.
But why is it that important you might be asking? Surely the way in which an image looks is going to be more important than what is written there? Well within this article we are going to look at just why Typography is so important, and hopefully, after reading this you will understand it a little better.
The type that you put on your marketing material is your message. This is going to be the part that tells the customers exactly what it is that you are offering. As such it is important that it catches the eye of the reader. It needs to draw them in so that they begin looking at your marketing material, and then they can begin noticing everything else, such as the design. It is important in this sense then to have what is called a ‘type hierarchy’ on your marketing material. This means that when there is more than one piece of type, one takes dominance over the others, becoming the main body. This is the piece that will catch the eye of the reader and draw them in. Once they are in, they will begin to notice the smaller bits of type, where the rest of the details about your message are being conveyed.
Typography is just as great for helping to set the feeling and tone of your message as your design is, and it all depends on which font you choose and also the typeface that you choose. There are thousands, if not hundreds of thousands of fonts and typefaces out there for you to choose from. However, it is important that you make sure and choose one which suits the message your brand is trying to convey. It is often evident a mile off when the type on a brands marketing material doesn’t fit, and even if it is only small, it puts the whole thing off.
Good typography not only helps your immediate design and marketing material look good, but it is also helping to look your and your business look good, by showing the professionalism you carry. It shows that you take care when designing your marketing material and that you want people to notice what you are trying to say.
Consistency is key to recognition, and recognition is exactly what you want from your branding and marketing. If you start using one type of font and make it distinct to you, customers will begin to immediately associate this with you and your brand. All the biggest brands in the world are consistent throughout all of their marketing when it comes to type because their typography and font have become a staple of their overall brand.
Hopefully, by reading this article you can start to see just how and why Typography is important to your brand, often becoming just as big a part of the brand as the logo.