Last week in Planning a Website the Organized Way, we talked about the importance of establishing your business brand.
Many business owners spend a lot of time creating their color palette. There’s no question that colors have a huge impact on your visual brand, but how much thought have you given your typography?
I used to think that typography was about choosing a serif font (like Times New Roman) or a sans-serif font (like Verdana), and using bolding, italics, and varying sizes to present your message effectively. That’s part of it, but there’s so much more.
For a long time, we were restricted as to which fonts we could use online. If you chose something unique, unless visitors to your website happened to have that font installed on their own system, they would see something different – probably something boring or even ugly.
Technology has come so far that you now have thousands of choices!
Don’t select a font just because you like the way it looks! Each typeface has a different effect, so you need to choose one or two that best suit your business and your message. This infographic shows the characteristics that are commonly associated with several popular font styles. You can also see the impact of spacing, weight, and capitalization.
Resist the temptation to use a wide variety of fonts on your website. For a clean design, limit it to one for headings and one for your body text.
Explore different font combinations using a free tool such as Font Pair. Simply copy and paste your own text over the sample content to see how your message will look.
Other factors to consider include:
- The relative size of headings, subheadings, and regular text
- Spacing between characters and paragraphs, and between the text and the size of the page
- Where and when to use bolding and italics
Friday’s post will cover another aspect of your visual brand and the website planning process. Make sure you’re on my mailing list so you don’t miss it.