The Impact of Typography on Web Design and Brand Messaging

Posted by Richard Kearsey on August 9th, 2019

When it comes to web design and brand messaging, there are a lot of different areas to focus on. Most brands end up spending more time picking logos, colors or just get immersed in the web design process. One of the most overlooked areas happens to be the typography used for your brand messaging or your web design.

It has been observed that while looking for website design services, typography is considered to have such a minimal impact that most people don’t consider it for their website design. The general belief is that as long as you’re not using Comic Sans, you’re in the clear. However, things aren’t as simplistic as you might believe.

The Importance of Typography

The kind of typography you’re using makes a huge difference and more people are beginning to pay attention to this factor. If the web design is the body of your site then the typography is the body language. Pick the wrong one and you’re going to come off as awkward, scared or hostile.

Typography is one of the first things that make an impression on the readers to your site. It enhances the overall character of your site, adds a certain tone and subliminally influences readers to truly absorb the message shared with them.

The benefits or importance of typography can further be understood by taking a closer look at it here. The following are just a few ways that typography impacts web design and brand messaging.

Trains the Eye

Good typography is placed in such a manner that it draws the attention of the reader towards key areas of the site. Most designers embrace this aspect right from the start. Visitors to the site can then expect to get their eyes directed right from the site. It’s a small step but it’s very important and ties in well with site navigation.

You’ll find that even if two websites have the same layout, the one with poor typography and placement of headlines and call-to-action will have poor results in comparison to others. It is a good idea to choose the type font, size, placement and alignment with great care due to this. Poor font tends to annoy the reader and is more likely to make them turn away.

Good typography is one which intuitively helps the reader understand how to read the page. Instead of being confused about where to start from, readers will naturally know where to start. It’s a simple thing but when applied, it can result in reader satisfaction and happiness. In some cases, it also makes lead generation more effective because readers will naturally end up on the “call to action” on your page when they’re following the font.

Affects Readability

Good typography matters because it affects readability on a large scale. Poor type font is hard to read and if it is used for areas with large bodies of text, you can expect your readers to just skim through or not even bother to read it. Small fonts are also the top complaints of web users because it makes reading online very difficult.

Readability in typography is not only affected by the font size but also focuses on other areas such as the spacing, the age of the reader as well as the ocular health of the reader. Most readers with vision problems, or who are above the age of 40 tend to be poor readers. However, with font spaced at 1.5, they tend to have better comprehension and speed in reading.

Similarly, larger font sizes are associated with better understanding, better comprehension and even more action on the part of the readers. A small test done highlighted that businesses enjoyed more conversions and lower bounce rates when they increased their font from 10 to 13. It’s a small step but it gives significant results.

It Has a Meaning to It

Did you know that readers actually connect fonts in typography with a meaning? There’s a reason why people don’t use Comic Sans for business use. It’s a childish font and makes the business look unprofessional. Times New Roman can look very dated and archaic. These associations and preconceptions about fonts are what led to the development of neutral fonts.

Helvetica was created to be a neutral font which would not give any other additional meaning. Other fonts similar to Helvetica include Folio, Akzidenz Grotesk, and even Nimbus Sans. Other fonts like Georgia or Baskerville are often used in areas where people want to incite trust.

It’s something which has added to the flexibility of the font’s usage in different industries and for a variety of different ways. It also adds to the reading experience of the person. Good font along with a good design will make a positive effect on the readers and make them want to continue reading or take action. Bad design and font will have a different effect.

An experiment was conducted on a modified page of the New Yorker. Study groups were divided and had to review two pages of the New Yorker. One was poorly designed while the other one had proper formatting, spacing, and great readability. The study found that people given the badly formatted page were more likely to have a negative experience. They are more likely to skip over the page.

Well-formatted pages were received more positively and the readers were more likely to take action, as mentioned in the page.

Working with the Right Agencies

Always make sure that if you are working with a brand design agency that they are someone who understands typography and the effect it has. If you’re working with someone who doesn’t place emphasis on this area, you can rest assured that you are not going to be happy with the end result.

In many cases, good brand designers will not only pick the right design but also have a font set for your theme, colors and the message that you are trying to send out. At times, this can cost more but the benefits are well worth the extra expense!

About Author:-

Richard Kearsey is a digital designer at Emerald Color – one of the top 2D animation studios in London. brand design agency in London. Along with that, they are also recognized as a prominent brand design agency in London. Richard loves creativity and enjoys experimenting with various design techniques for both web and print. He also enjoys sharing his thought on the latest design trends and upcoming marketing ideas.