Choosing the right font is often overlooked by many businesses as an afterthought, however, we’re here to tell you that typefaces are perhaps one of the most integral elements of web design. There are many businesses out there with great ideas and products to sell, however their ill-chosen fonts often let them down through the ineffectiveness of communicating the message.
In an era where presentation is everything, potential customers will simply move on if your web or mobile site is not attractive nor readable – despite how informative it may be. Below, we’ve mocked up three examples of the use of good fonts in marketing, and what makes them effective. The common theme between these following examples will be clarity, kerning (space between letters), impact, and a relation to the subject matter.
The Baseball Shop
Through the use of a traditional baseball script – often seen on the logos of franchise teams – we can make an easy connection between a business and its services and products. Utilising different sized typefaces, we are also drawn to the main focus – baseball – and through the use of relevant imagery, are also of clear understanding of what the business provides.
This is a great example of using relevant typefaces and supporting imagery, and you would be surprised at just how many typefaces possess a connection with certain industries.
When we think of “laser tag”, what comes immediately to our minds?
- Bright, fluorescent colours
- Futuristic imagery
- Laser guns
Using a fairly trim, sleek typeface for the brand name – as well as the colours of cyan and pink – we instantly get that futuristic feel, which is enhanced further through the use of a haze around the main typeface. Highlighting the call to action in a not-too-dissimilar font style and bright yellow colour, we are also drawing attention to the main reason why you should be playing laser tag.
Ultimate Construction Corp
In an industry that needs to convey a sense of muted professionalism, yet still needs to stand out from the competition, we have gone for a more poignant and distinctive font for the acronym (UCC). Mimicking a typical cityscape through the use of the typeface – and using a subtle gradient to highlight this – we have supported this with a more conventional font for the full company name and call to action. This utilises the element of simplicity, yet is aligned to still be aware of what the business does.
At IT Consulting Company, our expert team of designers work tirelessly to ensure that the imagery for your business is not only reflective of the nature of your services, but also captures the attention of your key audience. Contact us on 1300 770 119 to see how we can revitalise the appearance of your brand.
Like what you see? What are your favourite fonts?
Choosing the right font is often overlooked by many businesses as an afterthought, however, we’re here to tell you that typefaces are perhaps one of the most integral elements of web design. There ...Read More