In case you don’t know what typography is, the following is a brief definition from Wikipedia:
“Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing (leading), and letter-spacing (tracking), and adjusting the space between pairs of letters (kerning ). The term typography is also applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process.”
Now that you know what it is, why is it important? We all know that words matter. But what also matters is the presentation of those words when trying to influence and impact your audience. In fact, typography plays a key role in many forms of advertising, along with illustrations, copywriting and other elements.
The following are some current typography trends:
Ad agencies and their designers, video editors and others are getting wild with modern typography. They’re mixing it up and playing with multiple font styles, e.g. bold sans-serif, geometrical shapes, floral, story-telling serifs, pixel art fonts, and fonts with a classical influence…all in one ad. When it comes to artistic fonts, anything and everything goes.
BIG, BOLD, BEAUTIFUL. There’s a trend to use large sans-serif fonts with a heavy font weight. When it comes to bold designs, the thicker the better. Font designs can be so maxi, they split words onto two lines or have them trail off the printed page, digital ad or screen.
Since their arrival, sans-serif fonts have continued to be extremely popular due to their modern feel and presentation. That said, serif fonts are regaining momentum due to their nostalgic feel, easy readability and artistic presentation.
In 2020, there are many font styles and options to choose from. It’s important to choose wisely in order to connect with your target demographic on a personal level. So before deciding how to proceed with typography and other design elements, research is critical. For example, if you’re advertising to a younger demographic, bold colors and wild font styles may be the way to go. If you’re advertising to an older demo, you may want to choose a simple design with a sans-serif larger font that’s big, bold and easy to read.
No matter what your advertising and marketing needs, Ad Cetera will create the right message and presentation of that message to effectively reach your desired market, and motivate them to choose your company over the competition. So give us a call today.