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.

"Distinct or Extinct," Why Investing In A Good Website Pays Off

Have you been wondering if you need to invest in a professionally designed website? Scratching your head and asking yourself, why investing in a good website pays off? Or IF it pays off? You are not alone; it is the million dollar question in today's web-driven world. Whether you currently sell items online, or you think your product is not sellable online, you should have a website for your business that generates a very positive first impression. "Distinct or Extinct" is a mantra of Tom Peters, business author and speaker, while another industry observer took it one step further by adding a timeline and saying that companies not selling through the internet or via a website by 2017 would probably become extinct in our new economy.

Overall, the internet has leveled the playing field when it comes to competition, but the advantages of investing in a well designed, easy to navigate website that has all the back end bells and whistles to work from mobile devices and be recognized (if not loved) by Google will pay off in ways that will maintain your business today and establish it for the future.

Advantages of  Professionally Designed Website:

  • Establishes your business' image (brand) and professionalism - people will not take your business seriously if you do not have a web presence OR if you have a crummy website that looks like it was built by your cousin in 1998.  Did you know that 78% of consumers will check out your business online before becoming a customer?
  • Ability to do business 24/7 - online shops are open 24 hours a day, year round, even when your business is closed, you can still make sales. Some of my best shopping and biggest purchase decisions are made after 9 pm at night while browsing from my mobile phone!
  • A world-wide presence - your physical brick and mortar location is not an issue, customers can find you wherever you open your door for business.
  • Save time and money - a website can take the place of printed materials. Your products and services are easily and quickly updated, saving operation costs, time and risk of outdated materials.
  • Attract new business - the internet has opened up a whole new set of marketing strategies and data tracking opportunities. Experts can help you capitalize on social media integration and search engine optimization to get your business on the map.
  • Streamline customer support - just by having a FAQs page or blog on your website will answer and solve many customer questions so your staff doesn't have to.
  • Generate revenue with less staff - according to Gartner Research, thirty percent of small businesses with a web presence and fewer than 20 employees now generate more than 25% of their revenue online.

The internet is the perfect venue for today's business, and to take advantage of that opportunity you need a well designed, professional website tailored to your business culture. According to AMR Research more than 1.3$ trillion of goods and services will flow through B2B marketplaces. That statement alone answers the question " why investing in a good website pays off." If you want to "get noticed" and "be remembered" contact us and we will meet your unique goals and exceed your expectations. And here's the icing on the cake - building a new website with all the functionality and features you need will probably cost much less than you think if you work with us at Alternative Advertising. Let us know if you'd like to talk to some of our clients to see how we've helped them!