A lot of thought is put into the words and message that you want to deliver to your customers, yet many people forget that typography can play a major role in delivering that message in a specific way. Think about a specific brand logo that you like and then try to imagine how it would look if the font were completely different. Companies that are most effective at branding themselves put a lot of thought into the typography as well as the words, and that is why you might very well need a professional graphic design company to show you how it works.
A graphic designer can help you convey the image and message that you want by choosing the font that best does that. There are a few elements, some of which you may know, and others which you probably won’t, that go into making that decision. Let’s take a look at them:
Stroke – The type of business that you have will play a major role in the font being used. A construction company would be best served with one that is bold, and which has straight, rectangular strokes. A cursive font is more suited to artistic or creative businesses, with the thickness of the stroke often showing the reliability or elegance of the business in question.
Slope – Companies that want to show off their stability and conservative nature will do so using letters that are upright. Those that work in an industry or offer a service that is a little more daring will go with a sloping typeface, which, like cursive, can show off creativity.
Size – The use of size is most common when a statement of some kind is trying to be made. For example, how much would you notice the words “STOP” or “DANGER” on a sign of they were done in a smaller, daintier font? You wouldn’t, which is why big, bold fonts are often used to convey those types of messages.
Space – While your graphic design company will pay great attention to the three previous elements, they will also take the space between each letter into account. This is known as typesetting, with the space used between each letter used to convey a specific message to the reader. A wider spacing is used to give the reader time to fully take in the words and think about what they are seeing, while letters and words set closer together deliver a short, sharp jolt to the system that is usually very memorable. Again, the spacing used will be pretty much dependent on your type of business and the message you want to get out.
If you are unsure which font would best serve your business, you would be advised to talk to a professional graphic design company who can help show you the way and make sure that the typography matches the message.
For more information, call 0113 322 1490 or get it touch with us via the contact form below.