Clothe the market-tested words on your collateral in an inviting font and color combination to draw your audience in.
Typography is a vital element of your branding and is considered an art form, but its power in marketing materials is often overlooked. It gives your target audience its first impression of your brand. It can easily pull the audience in to relay a message, or it can render a message incomprehensible and push the audience away.
Typography has a life of its own. It can have a modern or traditional feel. It can be conservative or unconventional. It can be exuberant or reserved. The options are endless for your brand identity. But choose wisely. The typeface that you settle on will have a strong influence on your audience and assist in creating initial and lasting impressions.
The key to effective use of typography is to balance an eye-catching font with one that is easy to read. Often, the most memorable brand identities are the ones that marry a simplistic approach with a unique approach.
Here are some categories into which typography can be classified, with examples of associated fonts.
- Humanist: Includes calligraphic forms of lettering (Centaur, Verona)
- Old Style: Showcases a refinement of calligraphic forms (Bembo, Garamond, Caslon)
- Modern: Portrays a dramatic contrast in individual letters between thick and thin stokes and flat serifs—the small projecting features at the end of a stroke (Bodoni, Modern, Walbaum)
- Transitional: Shares features of Old Style and Modern (Baskerville, Fournier, Bell)
- Slab Serif: Have heavy, square-ended serifs (Rockwell, Memphis, Clarendon)
- Sans Serif: Includes letters without the small, projecting vertical and horizontal features at the end of strokes (Grotesque, Helvetica, Univers)
- Script: Think cursive regarding fonts in this category (Palace Script, Young Baroque)
- Graphic/Decorative: Comprises decorative fonts (Poster Bodoni, Hobo, Dom Casual)
- Digital: Depicts electronic-style lettering (Oakland, Isonorm, Modula)
Type and Color Interaction
Once you've settled on the appropriate typography, your brand team will need to consider the interaction of type and color as a powerful tool in portraying a brand attribute. Typography and color in combination can attract attention, help emphasize the concepts you want to convey, reinforce impact and recognition, create a mood or strengthen the brand identity.
The primary consideration when joining type and color is readability. A high degree of contrast between the type and the surrounding background is key.
The importance that typography has in relaying marketing messages is similar to a person's wearing the proper attire for a given occasion. Clothe your words in the font that best reinforces the impression you want to make and the core selling points of your biotech brand.
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