Whether it's through your website, email, or printed marketing materials, using typography to create visual hierarchy and establish a tone is key to cohesive communication. Here are tips for using typography.
Stay true to your brand
Make sure your fonts are in line with your branding to keep a consistent look in all your materials. Whether you have a formal brand guide or not, using the same fonts will give your organization a cohesive look and help build trust with your patrons.
Reflect your organization’s attitude
If your small organization does not have an official style guide, remember that different fonts convey different attitudes. So, choose fonts that will reflect your organization and its mission, and use them consistently thereafter. For example, if your organization provides meals for seniors, the font you choose would be different than if your organization provides funding for emerging visual artists.
Don’t play favorites
Don’t choose a font just because you like it. Put your personal preferences aside, consider your target audience, and choose a font that will resonate with them. Your target audience can also guide your choice of font sizes for maximum readability. Organizations that serve seniors, for example, might want to opt for larger font sizes with high contrast between the text and background colors.
Keep it simple
It may be tempting to use a decorative font, but if it is not easily readable, it can become a distraction. Instead, choose fonts that are clear and easy to read. This is especially important for body text.
Create clear headings
Choose heading fonts and use descending font sizes and weights that will help readers easily discern areas of content and its importance.
Don’t create a “wall of text”
Be sure to break up your text with elements like rule lines, sub-headlines, pull quotes, bullet lists, and white space. A combination of headings, sub-headings, short paragraphs of body text, and visual elements will create a more inviting and easy-to-read page.
Don’t go crazy with colors; text is generally most readable – especially larger amounts of body text – when it is dark on white, or white on dark – so keep it simple, and keep the contrast high.
Need help with graphic design and branding for your mission-driven organization? Connect with us and we’ll be happy to discuss your needs.