When fonts and typefaces and typography entered the lives of people for the first time, not many marketers knew then, the impact it would go on to make in the entire marketing process. What is still a mystery to many is the fact that fonts play a role in the way the target audience takes in the message. The role font plays in marketing is not limited to digital marketing alone, but also extends to traditional marketing.
In cases where content plays a major role, especially in websites where there will be many unique visitors and visitors who come back after viewing it once, fonts play an especially important role. The use of the right font is said to instill a sense of trust among the readers.
Using the right font to convey the right message not only adds to the ease of reading, but also affects the mood of the receiver of the marketing message. A person in the right frame of mind and mood is more likely to accept a message even if the font used is not in accordance with the message.
Not every person who visits a website is likely to notice the font used on the landing page or even on the other pages although he/she would have sub-consciously registered or formed an impression of the website based on the font. The font used should be enough to engage the viewer of the site and keep him/her hooked on to the site for a few minutes at least.
Effect of Fonts on Marketing
- Font Weight and Size
If a particularly heavy font is used to write copy, it is a given that the said copy will not have many takers. It is difficult for people to focus on reading a piece of text which is heavy on the eyes. So, even after putting in so many hours of work trying to get the copy right with the font that you feel is apt, if there are no readers for the copy, it is a complete waste. Font size plays an equally important role in the way the audience perceives the message.
- Serif and sans-serif
Fonts are primarily divided into serif and sans-serif types. While both serif and sans-serif fonts are used in crafting marketing copy, each has its own appeal. But, most web designers prefer the use of sans-serif fonts because it gives a cleaner, more professional look when compared to serif fonts.
- Font Color
What many do not realize about website content or other text is that, along with the font used, it is also important to use the right combination of font colors. The website should not resemble a canvas on which different colors have been splashed. Instead, the font color should be uniform and it should enable an easy reading experience for the readers across various platforms.
- Fonts and their Personalities
One thing nobody would deny about fonts is that they too have personalities, just like humans. Each font has a different personality and hence sends out a different message to the audience. Hence, it is important to use the right fonts to convey the right message to the audience.
- Fonts and Emotions
It is important to understand what sort of emotion needs to be evoked from the readers before choosing a particular font for a marketing copy. This is because readers experience different emotions when reading texts in different fonts. The right marketing collateral is a perfect blend of the right text in the appropriate font.
From the above points, it is very clear that fonts, typefaces, and typography play a crucial role in marketing. So, it is important for a marketing person to keep these points in mind while designing any piece of marketing communication collateral.