Typography is one of those elements that can bring both your branding and copywriting to new levels! In my opinion, it overshadows other elements like your logo (which I why I’m adamant about a logo mark built for longevity)

There is an art to the practice and its one I’ve always appreciated and respected as a designer.

…and we all know how strong typography has ability to really hone in and illustrate your message (especially when paired with beautiful photography!) across all marketing. 

So how do I make informed choices when it comes to typography? Use these practices in creating typography built to convert!

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“Typography is the craft of endowing human language with a durable visual form ”

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Establish Hierarchy 

How you place text within a space is important in not only guiding the user’s along a journey (across a page), but allows them to absorb the text more easily. This is commonly referred to as text hierarchy. 

In practical use, I establish hierarchy through executing a good mixture of font weights, sizes, and colors. The latter is useful for branding projects and print marketing. Sticking to 4 fonts max helps keep the design stay cohesive across your headlines, subhead lines, body text, and call outs. 

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Legibility

Nothing elicits crickets faster than poor legibility. I want your amazing content to reach its full potential so this part is really important. 

If I were to create copy for a client, I work to display it in an intuitive way (considering both content tone and flow) by determining key points on each page and creating headings and subheadings along with corresponding body copy. 

How I put this into practice is after I outline, draft and edit each blog post (usually in my iphone notes!), I publish. But I have practices in place here on my website to ensure the content flows. I achieve this by bumping up the font size, breaking up content into shorter paragraphs, bold key phrases that the main topic is about, and keep a white background to enhance contrast. Black on white is the smart way to go! 

And since mobile usage is up to 60% we know you’re good to go upon launching! This is something I touched upon in this recent blog post, too. 

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Kerning 

Ok Im not entirely sure the thought process here, but hopefully this design firm isn’t in business anymore! 

The space between characters in a typeface matters. This is why the tried and true classics like Baskerville and Adobe Caslon Pro aren’t going out of style anytime soon. They promote better readability. 

You’ll find many paid fonts (atleast for body copy) that try to replicate the originals fall flat in terms of readability, and kerning is a key component in this regard. Spacing is often inconsistent 

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Building Brand Recognition 

All this to say, you should establish good type use from the start in building brand recognition and familiarity for your business. If your business has three typefaces as part of your brand identity, get into the habit of sticking to those throughout all branding such as websites, social media, flyers, etc. 

When you approach design with these above foundations in mind (hierarchy, legibility, and kerning, brand recognition) you can be as experimental as you’d like with typography!