![]() ![]() These two beautiful words define the more artistic, archaic lettering with strokes (serif), and the more simple lettering with the french sans (without) in front of serif. Nowadays the two are pretty much interchangeable, however this used to matter when a lettering press was still in use since you had to pick an entire family (typeface) and than define each specific letter (font) in that family and how it is to look within the printed text. However, if you were to say “Times New Roman, bold, 17pt” – you would be describing a font. Garamond of Helvetica are typefaces as they define the respective creative works. ever!) but because what you’re describing is a typeface.Įssentially, a typeface is the actual creative works or font family, if you will. No, not because Comic Sans is cool (let me underline that – it is not cool, don’t use Comic Sans. You might be used to telling everyone that “this Comic Sans font is not as cool as Helvetica”, but you’re actually wrong. In fact, there is a whole science behind what kind of typefaces work better under different conditions – but first, the basics in order to understand the science. It is pretty obvious that our reading comprehension is better when our eyes don’t have to focus on insanely romantic, artistic, and hard to decipher lettering. Typography is frequently underestimated by people, as they do not realize how important the texts’ actual look and placement is when it comes to understanding the content it portrays. Now, there is nothing wrong with being a brave soul! But it’s good to know your basics to make sure you improve your brand instead of hurting it.Are you a marketer who likes to focus just on content placement, colors, and logos? Well, I have news for you – it is time you take on typography too! However, there is a growing number of marketers who like to think of themselves as brave souls who don’t need any graphic designers because their knowledge and keen sense for the “design mumbo jumbo” is enough. With that being said, every rule has an exception, and in order to know how to break the guidelines, you need to know how to use them beforehand.When it comes to design, online marketers used to leave that “mumbo jumbo” to graphic designers. These guidelines are of course very general Sometimes the core of your brand is not so plain and might be a bit more complex. ![]() If you want to emphasize your brand’s trendy and youthful persona, use an unconventional font with bright colors. If you want to be known for your brand’s credibility and integrity, use sans-serif fonts and calm colors. Oftentimes your brand’s appearance will be the first point of contact with your audience, prior to the actual content. Think about what you want to put out there and remember that the message you wish to convey should be consistent with your brand’s identity and campaigns! So, are the fonts you’re currently using convey the message you want to tell the world? Brands that use Display fonts as logotypes are IBM, Harry Potter, ToysRus, McDonald’s, Lego, The New York Times, and Fanta. Want to make a bold statement and create a brand identity people won’t soon forget? A display font is a great way to do it.ĭisplay fonts are usually very informative, quirky, creative, and loud. Using Display fonts can really bring out the brand’s personality, without having to say much. ![]() Display fonts will often have more eccentric and variable designs than the simple and restrained fonts we just went through. A display font is a font that is intended for use at large sizes for headlines, rather than for passages of body text. ![]()
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