All you need to do is change the distance between the letters, and the impression of the company’s website will be completely different. An expert explains what else innocent requests from management to “play with fonts” lead to.
I found a cool font I want to use it for my website
All fonts are created by someone, and therefore they belong to someone: individual designers. Font houses, other companies that sell fonts. Depending on the rules set by the copyright holders, fonts can be used for commercial and non-commercial purposes, for a certain type of product or brand – for a fee or free of charge. These rules are on the websites of copyright holders and distribution companies. And the so-called “free fonts” also belong to designers or companies; the authors or copyright holders simply wanted to distribute them free of charge – for example, for self-promotion.
An email list is a group of email addresses, usually collected for marketing, communication, or promotional reasons. Companies use these email list lists to send newsletters, special offers, updates, and announcements to their subscribers or customers. Creating an email list usually means gathering addresses through sign-up forms, customer purchases, or other ways people agree to join.
What kind of fonts are there
It is customary to divide fonts into antique and grotesque, as well as display. Antiquas are fonts with characteristic serifs, protruding beyond the strokes of the characters as decorative elements. These are quite old fonts that appeared at the dawn of book printing. Grotesques are fonts that consist primarily of straight lines. Grotesques do not have serifs. They appeared later than antique typefaces and gained popularity in the middle of the last century. Both antique and grotesque are used everywhere. Display fonts include handwritten fonts that imitate brush writing, decorative fonts that imitate Gothic writing, etc. There are also other classifications of fonts – you can write a longread or even several using them.
What does the choice of a font for business depend on
The choice depends on the style of the brand and its target audience. For a technology company or digital product, a serif font is unlikely to be suitable – it is better to use something modern, grotesque. But for a boutique, cosmetics brand or fashion configurar donaciones recurrentes para organizaciones sin ánimo de lucro magazine, a serif font or its combination with grotesque will be an excellent solution. In industries related to ecology and healthy lifestyle, there is a tendency to use various decorative fonts and grotesques. Logos of fashion magazines and brands are often set in antique font
Can a brand use two fonts
This is a common practice. A brand’s marketing materials may use two contrasting fonts: for example, an antique or decorative font for headings and a grotesque for the main texts. Sometimes, a display, non-branded font is used for headings in promotional materials to give the image more artistic appeal, and the main text is then set in the brand’s branded font.
In general, there are a lot of such examples. The main thing is not to get too carried away when “playing with fonts” and not to forget about a sense of proportion, otherwise you can lose 🙂 “Is it losing recognition?” – this question is not as simple as it might seem. A font or fonts are only part of the brand’s communication tools with the audience. Very often, logos are typed in one font, and materials in another, but this does not prevent the brand from remaining recognizable. But sometimes companies use different fonts in marketing materials, in applications and on web resources: for example, on the site and in the application – a family with a free license, and on offline materials – with a paid one. This state of affairs is not critical, but here, to some extent, integrity is lost and confusion arises.
How many different fonts can there be on one page?
If it is a single web page, it is better to use no more than 2-3 fonts from the same or different families. When designing interfaces, a good solution alb directory would be to use several fonts from the same family, for example, Arial: for headings – Arial Bold, and for the main text – Arial Regular. In exceptional cases, you can use a larger number of fonts. For example, if the task is to create a banner without images: the font here performs both a communication and a decorative function.
Are there any clear rules for using bold and italics?
Bold and italic are great for highlighting text, as is bold. Bold is great for drawing the reader’s attention to a specific word or phrase. Just remember that there shouldn’t be too many of these insertions: it causes irritation and fatigue. Both types are good for highlighting headings and subheadings. The most comfortable for the reader is italicized text. Texts formatted this way look more uniform and are easier to read, but you shouldn’t overuse it either. Most likely, the font does not support Cyrillic or the Cyrillic version is not developed well enough. Not true. The main thing is that a quality font is used, and in the appropriate context.
Sometimes it seems that you can roughly guess
Fonts, like other visual communication tools, have stylistic features. These features give the font its mood and character through the width of strokes, contrast, serif size, sharpness or smoothness of angles. When we look at an angular font with the same stroke width, we understand that it is a grotesque – and we associate it with something modern. But if it is a grotesque with non-standard proportions, geometric shapes and additional decorations, we will have the feeling that this font is not very modern, and we will associate it with Art Deco, the 1930s in the USA and the book “The Great Gatsby”. Popular culture creates certain patterns of how a brand should look, and this creates strong associations in us. Based on these, designers select or develop fonts to create the necessary image.
The Best Ways to Ruin a Good
sometimes people think it’s easier to read. But it only seems that way. Such a font is essentially a monotonous set of symbols. The reader’s eye has nothing to catch on to, and this causes irritation. Too tight or too loose spacing complicates reading and creates the impression of sloppy typing. And such little things are very important for perception. Even if it is consciously difficult to understand what is “wrong” with the text. the same as in the previous point, only now we are talking about the distance between characters. It is highly recommended not to increase or decrease it without special need. some people believe that disproportionately stretching the text makes
it look better. This is not true. This technique complicates the perception of what is written. Stylization of text in logos or other exceptional cases is acceptable, but it should not be abused. If users simply can’t read the text on a beautiful background, it certainly won’t cause delight.
