There’s no doubt that the words we use in our marketing campaigns have to be carefully chosen. These words need to connect with our audience. The same can be said for typography: the way we present these words needs to also strike a chord with our target market.
So what makes good typography? Well for starters there’s much more to it than just picking out a nice-looking font in a suitable colour.
There are numerous things you have to get right, and they’re all extremely important. If one element isn’t quite right, it usually stands out a mile. Just think about that from a customer’s perspective.
Here are some of the most fundamental elements of typography, with good and bad examples (on the left and right, respectively) of each, in order to help illustrate how important they are:
Of course, you don’t just have to stick to one – you can incorporate several – but there’s something to be said for being selective (as the example above shows).
Again, less may be more. You can certainly use more than one, as the left example shows, but remember that it’s easily overdone.
This is how we refer to the adjustment of the spacing between two letters in order to make the pairing of them more visually pleasing. (Kerning is not to be confused with tracking, which refers to the default spacing between letters and words.)
Here are a couple more examples of poor kerning:
Leading (pronounced like the metal) is the spacing between lines of text.
Typography is one of our many areas of expertise here at Cuckoo Design. We specialise in all things marketing and branding, and provide a wide range of clients with completely unique and memorable campaigns.
To find out more about how we can help you, give us a call today on 0161 660 8352, or you can email us at firstname.lastname@example.org.