The first impression is important in branding. It determines the opinion users have about the brand and whether they will stay. It takes 0.05 seconds to form an opinion about a website once someone visits it. Giving a user great experience the first time they interact with you is crucial.
First impressions are based on the site’s structure, logo, website speed, amount of text, colors, fonts spacing etc. The psychology of branding calls for designing brands with the humans in mind and how to connect with them. Branding involves designing a service or product to promote its popularity and win customer loyalty.
Like other brand elements, fonts are important as they influence the reader’s perception whether through the text, products or the website. Good font use determines the user’s first impression and experience thus impacting conversion rates.
Brand typography is the art and tactic of arranging type to form written language that is readable, legible and visually appealing when displayed. Fonts are part of visual elements used to convey information to the reader.
Sometimes, they are hidden messages to change the reader’s perception of the text irrespective of what the content is about. Each font contains unique elements in terms of style, width and weight and therefore, brand typography is not about how pretty it would be; rather, it is about the purpose in the message conveyed.
The choice of typography should be based on the following factors.
- Use Great Typeface
Typeface is an element of typography that contains a collection of letters. It bears a number of fonts which observe a set of rules thus making them a particular typeface category. Typeface contains different unique parts i.e. serif, sans-serif, leading, aperture, x-height, baseline, letter-spacing, cap-height, stem, ascender and descender.
Designers should use a good typeface to sustain the readability and legibility of the website. They should understand how different types work i.e. the purpose of the fonts and make sure that they do not overshadow the website content which is the main thing.
There are different Categories of Fonts when choosing
Serif Fonts: This is a font style that is often used in formal institutes because of its conservative nature and often appears respectable. It is described as traditional, respectable, reliable, elegant and sophisticated.
Examples of these fonts are Times New Roman, Garamond, Georgia and Palatino.
Sans-Serif Fonts: These kinds of fonts are more modern unlike the serif fonts. They depict straight-forwardness because they demonstrate cleanliness and clarity.
These fonts are described as clean looking, efficient, modern, straightforward and clear.
Examples include; Arial, Helvetica, Futura and Calibri.
Script Fonts: These depict creativity and casualness of the information. They are usually unsuitable for the body structure of the website due to legibility but they are perfect for headers and displaying messages as they are unique.
Examples of these fonts include; Alex Brush, Pacifico, Lobster and Tangerine.
Decorative fonts: These are largely used for advertisement purposes. They are described as casual, original, flexible and urban and are therefore easy to trigger users into conversion.
Examples include; Phosphate, Chalk Duster, Graffiti, Grunge and Stencil.
- Set font type using scale
Brand consistency impacts a perception of the brand positively as it demonstrates reliability. Customers will dwell on the page if they observe consistency in the layout and flow of information.
The size of the fonts matters because people spend a lot of time on their devices and screens looking for information. Therefore, small fonts will be difficult to read, stir up frustration and cause them to leave the page.
A scale will therefore help keep the website’s consistency and readability by distinguishing the header and the text body sizes clearly and organizing it in a readable manner. Scales will also help in choosing the preferred type of font with good height, body, size and ratio of the characters used.
- Length of the text
Designers should choose enough characters that satisfy the user’s needs. Long texts tend to be boring and tiresome and usually stress their users. This causes them to ignore the content and leave the website page hence no possibility of conversion.
Short texts on the other hand may mislead users as they may skip a line or two when reading. The designer should therefore work on the text credibility and ensure that the characters used are sufficient. Designers should have lines that promote comfort to the user when reading.
Why Brand Typography
Choosing the correct font is not an easy task and requires paying attention and conducting multiple trials to get it. However, if well nailed, brand typography will help boost the brand accordingly.
Typography gives the brand a meaning: Typefaces and fonts convey the brand values and tone. Typography presents different suggestions of what the brand stands for. The fonts used will show whether the brand is clean, elegant, modern, efficient, unique etc.
Typography defines the user’s experience of the brand: People see a brand’s message on Televisions, billboards, social media, websites etc. through reading. The words used in branding offer an experience about the business. Therefore, great fonts will establish positive experiences resulting in brand loyalty. On the contrary, poor fonts such as small fonts will mean complaints thus, bad brand experiences.
Impacts users’ perception and builds brand recognition: A memorable typeface is recognized immediately once seen. Brands should create a typeface that will be registered in the user’s minds as part of their brand identity. This will have users think about you whenever they want products/services offered by your brand.
The font choice influences the reader’s purchase decision. It grabs the user’s direct attention, amplifies the website content and is an indicator of professionalism of the brand. This boosts conversion rates by making users engage and spend more time on the page to read. Therefore, the choice of typography used is crucial and shouldn’t be ignored.