Think of the typeface as a “family name” and the font as an “individual family member”. When you select a typeface, you’re choosing the entire range of styles available within it. Then, when you decide on a specific style, you’re selecting a font from that typeface family.
Ok now you’ve had a lesson in typography, let’s get back to it.
Shape and Style: Conveying a Vibe
Shape and style can speak volumes about your brand’s personality and image. The sharp lines of a modern font may suggest innovation and forward-thinking, ideal for tech companies and startups. On the other hand, a flowing and script-like font can evoke a sense of elegance and luxury, perfect for high-end brands. It’s all about pairing the essence of the brand with the perfect typography that speaks directly to your target audience, which believe it or not can form a powerful connection that extends beyond words.
Assisting vs. Leading: Role of Typography
Typography is more than just a practical element of design; it plays a pivotal role in shaping brand perception. The right typography can either enhance your message by subtly supporting your content or take center stage as a prominent design element. It’s all about understanding when and how to use it to its full potential. For some brands, a minimalist and understated font is the key to letting the content stand out, while others may benefit from using typography as a visual statement that reinforces brand identity. Whatever your brand’s intention, using typography effectively has the ability to create a cohesive and impactful brand experience.
Sizing: Emphasise Font Hierarchy
In the world of typography, size matters (heh). The strategic use of font sizing creates hierarchy and guides your reader’s attention through your content (we did an IG story series on it here). A larger size can catch the eye, which leads the reader to the key headlines and critical info. On the other hand, smaller font sizes can assist in supporting details or additional messaging. When being strategic with size, you can ensure that your message is communicated with the right emphasis and clarity, ensuring that your audience is guided through based on how you position the structure and flow. Your sizing is part of the formatting rulings that create an impact on your content and create a seamless reading experience.
Formatting: The Art of Structure
Speaking of formatting, it goes beyond selecting the right font and size; it involves mastering the finer details in the structure. Leading and tracking, the spacing between lines and letters (in Canva it’s referred to as line height and letter spacing), can significantly impact readability and visual appeal. Proper formatting ensures that your text doesn’t require additional thought, and this matters because if it requires too much thinking, guaranteed people won’t read it. The subtle details perfect the structure of your content that helps to engage your readers.
The next time you’re choosing a font, think about how it aligns with your brand, communicates your message effectively, and leaves that lasting impression on your audience.
The psychology of fonts dives deep into perception and emotion, and each curve and shape holds the power to communicate a range of feelings and associations.
Here at YO&O, we take this approach to every project, creating a visual language that communicates your brand’s essence with both clarity and impact. Your font selection is an integral part of your brand identity, so we ensure that you choose the perfect fonts that resonate with your target audience.