Using Typography to Enhance Your Website - What is Typography?

When Google rolled out their new logo this week, it got me to thinking about how important the role of typography plays in creating the right mood for your company branding and website. Color and Layout are the big shots of the design world - they are the quarterback that everyone wants to talk about - but Typography quietly determines the mood, look and feel of your marketing and gets little credit for it. So let's look at how you can use typography to enhance your website. 

Important first impressions are made when a site visitor initially checks out your website. In fact, according to a recent Standford web study, 75% of users admit to making a judgment about a company's credibility based on their website design. Using clean and professional website design is vital, of course, in order for consumers to navigate easily on your site and be driven to contact you. However, typography plays an essential role that shouldn't be ignored.

What is Typography?

Typography is the style and appearance of text and other characters in printing or used digitally. Since "content is king," it's vital that it be displayed in a way that welcomes visitors to read it and gives them the intended impression you want them to have about your company. Different typography can give an impression of a company that is contemporary, traditional, elegant, whimsical, urban, formal or more.

Basic Typography Terms:

  • Typeface - Also called Font Family - This is the complete design of a set of characters including elements like size, weight, style, and more. For example, Arial is a typeface, but it comes in many different fonts like Arial Bold, Arial Italics, Arial Condensed, Arial Black, etc.
  • Font - A specific combination of typeface with other qualities like size, spacing, pitch and weight.
  • Cap Height and Baseline- This is the baseline bottom of the letters and the cap height is the cut off point at the top of the font. 
  • Serifs - The little "feet" on fonts as seen in Garamond and Times. Usually serif fonts have a more traditional look, but there are many modern options as well. Fonts without the little feet are called Sans Serif.

The basic elements used in typography are type, texture, color and image.  It is important to choose the best font that will appeal to your ideal website visitor. For example, Open Sans or Raleway are common fonts for a sleek design (this site uses Raleway). The color combination should be somewhat matching and mesh well together throughout the entire site too. We recommend editing the contrast of your text as well as the boldness and brightness so text is visible, but merciful on the eyes.

The different font combinations that you can choose from will help create the style of the website, whether it is modern, traditional, urban or sophisticated. For example, Google fonts like Playfair Display and Fauna One can be combined to create a contemporary, but professional look and feel. Using a mixing typefaces chart will allow you to compare fonts and how they look together. Some fonts cannot be placed side by side because they do not compliment each other visually. An example of this is using Arial with Times New Roman. These fonts do not go well together as they are too similar and do not mesh well.

What matters most when using typography is that it is easy to read, communicates the correct feeling about your company and will appeal visually to all eyes. Using typography correctly will enhance your website, increase readership and express your message in a more direct manner.

For a free website evaluation or to discuss your next project, please contact us at Alternative Advertising in Hartford, Wisconsin. We have clients throughout the country using our website design, logo design, branding, promotional, direct mail, customer retention and business development services.

5 Reasons Infographics Will Boost Your Business

(source:  infolicious ; via  visual.ly )

(source: infolicious; via visual.ly)

Visuals have always been a huge part of social media since its rise in the 21st Century. Photos, graphs, creative graphics, and artwork have graced the marketing ploys and blogs of businesses everywhere; but are these one-dimensional visuals always enough?

Well-planned and executed infographics, made up of creative graphics and informational text, can act as an unbelievable boost for an article or a stand-alone visual that consumers will connect with quickly.

Here's why your business would benefit from taking the time to research, plan, and execute targeted infographics.

  1. Visual displays of information are adept at bridging language barriers and help connect to audiences all over the world. In the concluding paragraph of a study titled "Teaching with Infographics" the researchers found that, "using graphic representations and visual data enables users to communicate a message that can be perceived widely across diverse audiences."
  2. They can also bridge the gap between different disciplines as stated and expanded upon in the same study. "Visual digital literacy competencies are essential for 21st Century learners," kicks off the summary of their entire study.
  3. Infographics also counter information overload, which has become more prominent in the age of the Internet. A study conducted by the University of Applied Science Utrecht found that, "several studies have shown that infographics and visualized information can counter this problem of information overload as visualizations can help people understand complex information." Intricate subjects broken down and displayed in a more creative manner will flow better for the reader.
  4. More traffic for your business. Google searches for "infographics" shot up by more than 800% in just over two years from 2010 - 2012. The average trend for Google searches on infographics has done nothing but increase over the last few years and will not likely die out in the near future.
  5. Get your message across faster - based on this study and the Visual Teaching Alliance, brains process visual information at a rate 60,000 times faster than textual info. How many more customers could you reach at those speeds?

If you have any questions or comments please don't hesitate to contact us. We would love to hear from you!