​Choosing the right font for your marketing

There’s a lot to think about when working on marketing for your product or service. From the choice of words you use to the colors and images alongside them, each aspect of an advert or a piece of packaging says something about your brand. One part of this that can sometimes be overlooked is the font; however, choosing the right one is just as important when it comes to making a statement. Here’s how to ensure you choose wisely.

​Why is font important?

​The font you choose says a lot about your company and its personality, as well as the particular product or service that’s being marketed using it. This is true whether the writing in question is on your website, on a physical packet, or on a paper advertisement. In fact, you can think of each font as having its own character, whether it’s traditional Old English, practical Times New Roman, or playful Comic Sans. This personality is then reflected onto your brand when you use that particular font.
 
Fonts can also elicit certain emotions in people, which is why the font you’d choose to write a party invitation in would be very different to one that you’d use for a job application letter. The font you use will therefore affect how people perceive what is written, and you want to make sure that your potential customers perceive your brand in a positive way that’s appropriate for the type of product or service you’re offering.

​How to choose the right font for your brand

​All of this can put a lot of pressure on the decision of which font to use, but don’t worry – there are some simple steps you can follow to make it easier. Firstly, bear in mind that the font you choose should be clear and legible. If people can’t read what’s written, nothing else matters!
 
Secondly, spend some time thinking about the personality of your brand and the image you want to convey in your marketing. For example, if your company is well established and traditional, then you might want to go with a font that reflects that. On the other hand, if you’re aiming for a quirky and offbeat image, choosing a more whimsical font might be a more effective way to achieve this. Consider who your target audience is too, and what kind of style they will be drawn towards.
 
One method that can be very helpful is to order a few different letter stencils and test them out. See what they look like next to each other, how easy they are to read, and what sort of impression they give. This is often easier than just looking online, especially for fonts that will go on something physical rather than digital.
 
Finally, be sure to test your chosen font in different sizes and mediums before making your final decision. For instance, for website text, check how it looks on both a phone screen and laptop. For physical packaging, print it out in different sizes and on different materials to check how it looks. This can help avoid any embarrassing design fails!