Did you know that just like color, fonts can have a big impact on the message you want to convey? For one thing, it can express the tone and personality of your brand. Do you want to come across serious and professional, or daring and playful? While there’s no right or wrong answer to this question, chances are, one image suits your brand better than others. To this end, you will need to decide on the best fonts for digital marketing that will suit your purposes.
Businesses who are just starting out with digital marketing may go for fonts such as Calibri and Arial to begin with. However, as your brand evolves, you may feel like trying something new, or simply that your existing font does not do it for you anymore. We share with you some top tips for choosing fonts for digital marketing in this article.
It All Depends on What You Want to Say
The font that will work best for you will largely depend on what your business sells as well as your target market. Are you targeting mostly young adults under 30? Or married middle-aged couples? This will undoubtedly make a difference in the type of font you choose for digital marketing. Similarly, there is a difference between the font an IT company will use as compared to a business that specializes in furniture.
Simple Fonts for Direct, Straightforward Messages
Is there a message you want to convey to your customers? Or something you want them to understand clearly the first-time round, without any need for embellishment? If so, go for a simple and straightforward font such as Sans Serif, Arial, or Helvetica. When there is no decorative element to the font, this immediately places the idea in the reader’s mind that your brand identity features honesty, being upfront, and easy to work with. What they see is what they get.
Unique Fonts for Innovative Brands and Products
Is your brand selling a one-of-a-kind product? Are you launching a new product that is primed to take over the market? If so, you will want to go for a complex, unique font, one not commonly used by competitors and others in the market. Going for a familiar font will not allow your brand to stand out, running contrary to your intended image. In fact, a study has concluded that fonts that are slightly more difficult to read can give customers the impression that it has more value. Many technology brands make use of complex fonts to great effect.
Bold Fonts for Durability and Power
Is your target market predominantly young men? Do you sell products that are durable and gives the user a sense of power, such as sports equipment? If so, have you ever considered using a bold font? Bold fonts work well for masculine brands because they take up more space, putting across a bold and assertive image. However, you will want to be careful with this as readers can take things the other way, perceiving your brand as overbearing or domineering.
Round Fonts for Elegance and Comfort
On the other hand, curved shapes represent a degree of femininity, elegance, and comfort. If your business sells sweet foods, mattresses, cosmetics, or lingerie, you may want to consider using a soft, round font. Script fonts that closely resemble handwriting can also be employed to great effect here, however, you have to take care that whichever font you choose, it is legible and can be easily understood by customers.
Lowercase Fonts for Uniqueness
Have you noticed that certain types of long-form content catered to young people today make exclusive use of lowercase letters? This is not coincidence – lowercase fonts can convey a unique message. If you are selling something innovative and out of the box or promoting an altruistic cause, a lowercase font may be the secret.
Choose the Right Font for Your Business
Ultimately, there is no one right answer when it comes to choosing a font that works for your business. What you need to take into consideration is your target market and the type of product or service you are selling. A fun, childish font may work well for businesses whose target market is children and their parents, but not so for a sports brand that targets young adults. Similarly, a bold font would not work well for a toy brand but can be employed to great effect for a sports brand.
Another thing to consider when choosing a font for digital marketing is how it will appear in different kinds of media. Just because it shows up well on your website does not necessarily mean it will be equally attractive in print. In addition, the ideal font size is between 10 to 12 – you do not want your customers to be struggling to read your content. Headings should be slightly larger at size 14 or 16.
Regardless of which font you decide on, it is only the first step in a more comprehensive marketing strategy. In fact, you may even decide to use different fonts on your website and in marketing emails, for instance. Undoubtedly, font size is a big part of understanding customer psychology and can reap several benefits when used in conjunction with other marketing efforts.
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