Great design is a vital component of communication. So much so that even the best content needs to be complemented by a design of equal strength. Once the two come together, the communication fulfills its purpose of reaching and conveying everything correctly.
So, what are the different components contributing to the strength of great design?
Let’s take one component at a time and begin with fonts and typefaces. Today, we shall be discussing the importance of fonts for great design. As for the difference between the two – we shall come to that later.
What Makes Fonts and Typefaces so Important for Design?
Fonts Guide the Reader About What Is More Important
Establishing information hierarchy is one of the most important things fonts do. They help the reader understand which part of the text is more important.
Like in the previous line, wherein your sight was guided to the important part by the use of distinctive font (playing out as bold formatting). This is universally used by writers on both digital and paper formats to show different actions, situations, speech, emotions, and emphasis.
It is especially helpful for the reader when they are looking for specific information. The reader can simply scan the text for the relevant information.
Here’s a sample to show this:
For a Google query on “What is the mileage offered by jeep compass”, this is the result:
Notice how the relevant phrases/words stand out?
It Creates a Logical Sense of Continuity
Distinctive font helps in clear demarcation of text. Such as in this blog post, where you know that the above subheadings in H2 represent the importance. That is followed by this text (smaller size and differently formatted) which is the description of the point.
This again helps the reader in understanding what part of the text is more important and to be read first, and should be followed by what.
Establishes Your Identity and Mark
A carefully study of fonts reveals that the use of distinctive font helps build an association in people’s minds. As a brand, using specific fonts in your communications and designs helps. Soon, consumers start associating that font with your brand. This helps your brand in two ways:
- Anywhere the font is used, it reminds people of your brand.
- Building and reinforcing recognition for your brand.
It Conveys the Tonality and Mood of the Conversation
Font styles and typefaces are important also because they establish the mood of the communication. A font like Walt Disney Script establishes a light and happy mood. On the other hand, the font used by New York Times, English Towne, establishes an old school and serious undertone.
The choice of font styles decides how a piece of communication is perceived. With a goofy and fun font, even a communication regarding something serious like a theft wouldn’t be taken seriously. In contrast, a serious and business font on the launch poster of a new video game console would definitely not get the message across so well.
So How Do We Select the Right Fonts for Our Communications?
You now know why the choice of font style is important. Next comes the question of how to select the right font for your communications. An in-depth study of fonts gives us a few pointers on that:
- What tonality do I want my communication to have?
- Who is my communication addressing? Kids? Elders? Street motorcyclists or meditation practitioners?
- What actions do I want to invoke when my communication is consumed?
- How is my communication being distributed?
These are amongst the key pointers to get right when selecting a font style for your communications. We shall cover all these points in detail in a separate blog post soon.
Meanwhile, if you need help with getting your design communications right, we’re here.
Saypan Communications is Pune’s premier design communication agency. With focus and expertise in helping our clients get their communications right via design, we can help you too.