Whenever you create a sales presentation or brochure, the first things you think about are probably color and graphics. Writing the text probably comes next. But where does the choice of font factor in? As an afterthought? Do you always go back to the same ol’ Times New Roman? Knowing about fonts and making smart font choices can help you deliver your message effectively in any ad by creating a certain feeling.
Sans-serif fonts (more about those soon) emanate a more modern feeling. Serif fonts give off a more traditional feeling. And any variety of fonts in these categories can create a number of feelings. It’s best to include font choice as part of your ad design, instead of making it an afterthought.
What are fonts? A typeface is generally defined as the specific letter form design of an alphabet. Typeface talks about the style of the letters. A font is a collection of all these letters of a typeface. A font generally means a bold, italic or roman type, while a typeface means a consistent visual appearance or style. When you say I’m using Times New Roman, you’re talking about the font – the collection of that style of typeface.
Font “personalities” Font personalities refer to the classifications of fonts: serif, sans-serif, script, symbol and display. Each of these gives off a different feeling and that feeling affects your ad.
Serif fonts have “feet” (finishing strokes) at the ends of the letters. Some examples are Garamond, Times New Roman and Georgia. Serif fonts give off a traditional, serious appeal and are mostly used in businesses. Serif fonts are generally easier to read in a smaller size, so serif fonts are used in body text.
Sans-serif fonts don’t have “feet” (“sans” means “without” in French). Examples are Arial, Verdana (popular on Web sites) and Century Gothic. Sans-serif fonts are seen as more modern and clean. These are best for billboards or when you need a bigger font because they’re more legible at a bigger size than serifs, with their feet hanging out everywhere.
Script fonts look like calligraphy or handwriting. These are best left as accents or only for bigger text because they are hard to read in a smaller font size. These give off an air of royalty or of a personal note.
Symbol fonts have characters and shapes that don’t look like letters. These are used for emphasis or decoration. Examples include Symbol, Webdings and Wingdings. You’d only need to use these if you want to decorate your text a bit.
Display fonts have some personality and attitude. They often suggest an era or time period. Examples include Broadway, Playbill and Chiller. They should be used sparingly in ads or for special occasions. The Chiller font would work well for a Halloween sale, for instance.
How many to use? Experts recommend only using two fonts on a single ad. Generally, you should use a sans-serif font for all headings and headlines, and use a serif font for body text. You should also only use bold or italic sparingly in ads so that the effect actually sticks out. If you bold every other sentence, none will stand out.
Which to use? Use whichever font gives off the feeling of your product and your brand. Everything in your design should reflect your brand. If you’ve got a modern brand, use mostly sans-serif fonts. If you’ve got an older brand, use serif fonts in your ads. Your logo can be in any kind of font that gives off your brand’s personality. Just make sure it is readable.
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