How to Boost Brand Recognition with Your Font Choice


Branding is about first impressions. Those Impressions are gained in a fluid, global, diffused way.

CXL highlights a British study that asked participants about their perceptions of health websites. When participants commented on the website, 94% of their comments were related to design.

The You choose the design elements for your landing pagesWith typeface– Affects the reception and recognition of your brand. If you want your audience to recognize and trust your brand by looking at your marketing campaigns, you need to be aware of the fonts you use.

So, how can you create a recognized brand with your typeface? This guide will teach you about Different typeface sections And How to use them to differentiate your brand.

Typeface categories and their meanings

The font typeface falls into four sections:Serif, Sun-Serif, Slab Serif and Script. Each group evokes different feelings by reflecting on your brand and its tone. Let’s see what they are all about.

Serif

Image courtesy of OpenClassrooms

Serif font At the end of each letter stroke there is a devotional known as serif. These typefaces give a classic feel, so you’ll find that they’re widely used in long-established and formal brands.

Fashion Magazine Vogue has been in business for over 100 years. Here’s how the publication uses a serif in its logo:

Photo courtesy Enjoy / Digital Trends

Except serif

Image courtesy of OpenClassrooms

Sans-serif font At the end of each character stroke there is none of those serif devotions, giving a more modern look. A survey of over one million web pages found that 85.5% used the Sun-Serif typeface for both their title and paragraph text. You’ll find sunscreen fonts used by brands for a contemporary feel like iTunes:

Photo courtesy of iTunes / Digital Trends

Slab

Image courtesy of OpenClassrooms

Slab Fonts have super bold character strokes and come with or without serifs. Brands like Honda use these to give a bold impression:

Photo courtesy of Honda

Script

Image courtesy of OpenClassrooms

Script font Use curved letters with attached strokes similar to handwritten curse letters. These typefaces give an elegant feeling. Some brands use them to communicate femininity, such as Barbie:

Image courtesy of Barbie / 1000 logos

How to boost brand recognition through your typefaces

Now that you understand the four typeface categories, how can you use that knowledge to make your brand more recognizable? Let’s go over the three tips.

Your typeface matches your brand

The typefaces you use in your marketing materials, including non-logo content such as landing pages, Your brand’s tone should fit.

Imagine that you are shopping for a beautiful pink princess doll and you click on the landing page for Google results. For some reason, the header font is in a Gothic script – the kind you’d see in a medieval chamber metal album. You’d be surprised if you found the right site, wouldn’t you?

Think about the long and hard How your typeface should express your brand theme and values. Duolingo has gone so far in this process that they have created a typeface based on their logo and mascot. So, don’t be afraid to take the time to choose the font that suits your brand.

Let’s see how typefaces work with a brand’s tone in this landing page contest entry:

Image courtesy of Bearbrick in 99 designs

This page uses an all-cap, slim and italic font to give the page a serious and intense mood for the upcoming Fighting Sports Gym. This typeface choice shows that the fictional Darkwolf brand means the business that specializes in high-intensity, competitive gaming.

Keep your typeface consistent

Customers will not recognize your brand if you constantly change its appearance. Once you’ve chosen the typeface that suits your brand, Stick with them throughout your marketing materials. Keep your typeface consistent across your copy, platform, and product so that your audience recognizes your brand.

After all, the third principle of transformation-centric design is continuity. If you don’t know where to start, Try using your main website as your style guide. Set the fonts you want to use there, then use the same typefaces everywhere you market.

While it may not seem like a big deal to match the font across the platform compared to other design elements, it really does make a difference. As we have covered in our Transformation-Oriented Design Guide, our brains process visual information 60,000 times faster than text. So, We process it before we know what the text says.

Here’s how you can tell if these two landing pages are from the same person:

Image courtesy of Compressed.fm
Image courtesy of Compressed.fm

Although both landing pages have the same design layout, it’s the “____” heading at the top that brings them together. They both use the same sequence of fonts to keep the event on-brand.

Keep your font adjustments easy

Once you’ve collected the fonts that match your brand, you can end up with a long list. Cut it into a handful of fonts to use for header and body text and make it smaller for your landing page design.

We recommend Stick to two typefaces for landing pagesA header font and a body font.

Why? We understand that most of the people who read this blog have a lot of marketers on their plate. If you don’t design web pages for a living, designing and tracking more than two fonts on one landing page is difficult.

It’s popular for designers to mix fonts from different categories or use a bold typeface as a header for a regular body typeface. Experiment with pairing your fonts Find a combo that matches your brand. Tools like fontpair will help you nail in the right mix.

You’ll find a serif and sun-serif combo on Sprout’s landing page:

Photo courtesy of Sprout

Sprout uses a serif font in the header and Sun-serif font everywhere else. Matching Sprout’s status as video conferencing software for hangouts, both typefaces seem friendly. Although the page uses only two fonts, it separates subheaders, buttons, and body text by playing with the typeface size.

Keep your typeface style to the point

Once you’ve selected the typefaces that blend in with your brand, Teach yourself how to use them on a landing page. Familiarize yourself with font size, cornering, and leadership to keep your text clear. Our guide to landing page typography will get you started.

A landing page builder with built-in templates and style guides will make your life easier. The templates will handle the font formatting for you, while the style guide will note your font preferences for future reference. Unbounce’s Smart Builder has got them both.



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