Perhaps you might ponder, “Are there more pressing matters that deserve my concern?” Or, isn’t it more a realm of design, then? The answer in most cases is probably yes, but marketing people must consider that too. Every detail that’s important in the marketing campaign, from colors and fonts. That’s why we have decided to choose the time topic that why colors and fonts matter in marketing.
Why? Consider all you’ve put in front of a customer, including landing pages on the internet, advertising campaigns, signage at events, brochures, emails, social media posts, etc. As a marketing or digital marketing person, it’s inevitable that what you do with all of these Touches is just going to put your brand out there. It is probably affecting the brand narrative you intend to communicate to your customers by doing it in an erratic or inconsistent manner with color and font choices. In practical terms, you’re dispersing your brand’s identity because customers struggle to easily recognize a consistent thread connecting various marketing efforts. And in this respect, your color choices and font will have a lot to do with it, as all good designers say. If you’re thinking of color, for instance, it can bring to the surface specific emotions and feelings inside audiences that may have an impact on user experience in any kind of marketing collateral or campaign.
Fonts are also important because they may play a role in the user experience, i.e. when there is no uniform font or too many fonts that do not appeal to an audience of company products and services. There are a number of ways in which colors and fonts have an impact on the market, both positive and negative:
Marketers and designers often encounter challenges when using color, often making mistakes like overusing it. Recently, we came across a website that serves as an example. On its homepage, there were a staggering 50 distinct colors defined within its CSS. That’s a ton! Considering this from a branding perspective, such a profusion of colors can make it challenging for customers to establish a clear association with your brand.
The selective use of colors within the CSS enables alternative colors used in images to stand out more effectively. In simpler terms, the restrained color palette in CSS allows for greater attention-grabbing potential when other colors are introduced in images.
If they used too many colors in a page, those could probably clash and create an awkward viewing experience because the eye cannot focus on one thing at once.
There are hundreds of fonts you can consider when it comes time to select a font, but some groupings might be helpful in narrowing them down:
Serif fonts: Were you aware that serifs refer to the “tiny feet” found at the edges of letters? These can lend a touch of classic aesthetics, especially for businesses aiming for a more nostalgic appearance.
Sans serif fonts: Excluding the “feet,” sans-serif fonts are among the favored choices for companies, as they offer a contemporary and sleek appearance.
Display fonts: With significant stylization, these fonts can deliver a more ornamental visual impression, akin to a decorative magazine headline.
Script fonts: Ranging from script-like handwriting to elegant calligraphy, these fonts can evoke a sense of personalized interaction or a more lighthearted and whimsical approach.
It’s clear that one important point in this regard is to ensure a font matches the brand you intend to project. As an example, many companies do not choose serif fonts in order to achieve a more modern and corporate feel. Our recommendation is the same thing: stick with a maximum of one or two. And make it a point to use it all over the place. We’re seeing too many companies, even larger ones, breaking this rule, resulting in visual confusion and inconsistency. Some of the designers might be saying that we should have a free font. It is a good thing in some cases, but you can destroy an experience when it’s so many
We often take a look at the color contrasts in their websites or marketing materials, when we talk to clients. Sometimes, in these cases, text is overwritten in an image that is difficult to read or doesn’t stand out, because the color of the text is too similar to the color of the background. In such a case, the contrast ratio is not very good and this may make it more difficult for visitors to navigate through web pages or find links. Alternatively, in situations like brochures, customers might lose interest in reading content that lacks appropriate contrast.
We’re always inclined to think less is more, when it comes to colors and fonts. It means that you can use color more effectively on a page with fewer colors, making it easier for the eye to focus on the correct elements. For that, we have very eye-catching designs for websites and the best collections of fonts as well. Feel free to visit our website www.digitaldezire.com and go through the services we are providing like Website designing, Web development, Graphics Designing, Digital marketing, and video editing.