The role of fonts in marketing and branding
Source: Unsplash
our font says everything about your brand. Alongside the colors, words, and shapes you use, the typeface you select can convey a particular mood or articulate a certain message. In fact, https://www.canva.com/ defines this as font psychology. It’s no surprise then that designers, marketeers, and key decision-makers invest time and resource into selecting the correct text style for their business.
In truth, the power of the font can be observed all around us in the products and services we purchase. Without realizing it, every letter makes us feel something and readily influences the customer journey and purchasing process.
In this article, we will take a closer look at the fonts utilized by brands in the digital marketplace to build a brand. We will explore how each typeface makes the customer react and how it complements other elements, such as color, to craft a broader experience.
Playful
Many brands in the leisure and entertainment sectors utilize playful fonts to capture the imagination of existing and prospective customers. Fonts like Klasik Sans portray care-free and happy emotions, while the jaunty nature of Claws makes it perfect for engaging with a family audience.
Fonts of this nature are quite commonly used in the online casino gaming marketplace, where fun and excitement are key characteristics of the experience for players. Slot game platform https://www.fruitkings.com/ provides a perfect example of this, utilizing the comic book style Luckiest Guy for headings while using the rounded Quicksand for body text.
Fun typefaces are also often utilized by more serious brands that are eager to build a human connection with customers and demonstrate their softer side. And while it’s unwise to mix too many styles at once, some brands may temper their output with the addition of brighter colors and more playful typefaces.
Modern
The casino gaming industry also makes use of more modern typefaces to engage with customers and website visitors. Futuristic fonts can help demonstrate a brand’s commitment to innovation and delivering the latest games, while the titles themselves often use modern styles as part of their theme.
The broader gaming sector also utilizes futuristic fonts and typefaces to help create a particular aesthetic. Recent title Cyberpunk 2077 utilizes an ultra-modern, wide font to set the tone for a game that whisks the player away to a world set decades in the future.
At www.altchar.com/game-news/ we can read a really insightful guide to the styles featured in the game, from the clothes worn by the characters to the branding seen throughout. And Cyberpunk is just one of many examples of the power of typeface in the world of video games.
Elegant
Typically lightweight by their nature, elegant fonts presented in blacks, whites, and golds can help a brand elevate its levels of luxury and engage with its niche in a much more effective way. Whether it’s a spa getaway, a five-star hotel, or a premium watch brand, fonts like Audrey, Lovelyn, and Megante can deliver the perfect mood.
Bang & Olufsen is a Danish home entertainment brand, producing speakers, headphones, and other appliances for a living room. Their products come with a premium price tag, and they covey the impression of luxury using a thin elegant font.
According to www.designweek.co.uk/, their original logo was designed by a 16-year-old, and the iconography and style of nearly 100 years ago endure today. Of course, the measure of a good brand is its ability to stand the test of time, and elegant fonts like Century Gothic certainly contribute towards achieving that.
Source: Unsplash
It’s clear to see that the choice of font in branding is a major factor in the look and feel portrayed. And while color, spacing, and imagery are also important elements, the correct typeface can help make a logo memorable, engaging and relevant.
“Pop culture advocate. Troublemaker. Friendly student. Proud problem solver.”
