Typography in Business: How Significant is Typo in making a Brand.

A good brand is more than just a logo, symbol, or color combination. It’s the way you communicate your brand values, mission, and purpose to your customers. 

Good typography can also help you convey a feeling of warmth, sincerity, and trust to your audience, which is incredibly important for an online business. So, the best graphic designing company in Singapore will help you understand what typography is, its different types, and its significance for your brand.

So, let’s get started.

 

What is the term “Typography?

Typography is the deliberate use of letters to make written content easily understood and visually attractive. The essential capability that any graphic and web designer should master is the art of typography. It is essential for all types of design, whether digital or print.

Typography in graphic design has two roles. The first is to enhance comprehension, and the second is to aid in communicating the design’s message as well as tone and mood. It’s the art of placing words and letters so that the text is easily read and clear, and attractive to the user.

Typography is concerned with style, appearance, design, and design to evoke emotions and convey certain messages. The text is brought to life because of typography.

The history of typography can be traced to the 11th century when movable type was first invented. Before the advent of the digital age, the art of typography was a specialized art associated with books and publications and, later, public works.

It is believed that the Gutenberg Bible was the first typeface, and it was the catalyst for a typographic revolution throughout the West. 

Fun fact: The typeface used for the Gutenberg Bible is now known as Textura and is available within the Font drop-down menus in many modern desktop applications! In the present, Typography in the age of digital technology is as important as calligraphy did in the past.

 

Types of Fonts and their importance

According to the leading graphic design company in Singapore, easy-to-read fonts are essential for presentation. Your text is made better by the fonts. Your target audience might be drawn in by using the right colour, font, and text size choices.

• The five distinct types of Typography

1. Serif fonts: They are fonts with characters with a tiny protrusion near the end of the stroke. Serif typefaces include Times New Roman and Arial.
2. Sans-serif typeface: Those fonts feature clean, uniform letters but do not have the distinctive marks of serif fonts. Typefaces sans-serif comprise Arial as well as Helvetica.
3. Modern: It marked a significant change from the style of the time. Modern categorizing typefaces, identified by an axis vertical, great contrast between thin and thick strokes, and flat hairline serifs, are much more challenging to comprehend than previous and later type styles designed for text.
4. Script: Gothic or Blackletter fonts include classic calligraphic features. They are designed to appear as if they were written with a pen.
5. Display: Display typefaces fall under an extensive group of typefaces and are classed as such as they are used in huge sizes, like for headers. 

Because of this (and sometimes because of their uniform and erratic form), they are often thought of as unsuitable for providing the clarity required by body text.

• Different fonts and their use-cases:

1. Arvo: Arvo is a geometric concrete typeface that is well-known for its adaptability and readability. It comes in four styles: normal, italic, bold, and, depending on which one you choose, it could appear contemporary or traditional. This means that it is a good choice for businesses in a variety of industries. For capital letters, make a statement on a black background. Arvo has been combined with a pastel-colored typeface.
2. Dosis: This sans-serif typeface is characterized by an ethereal, almost sci-fi-inspired look, making it a great choice for innovative tech and science-based startups. It’s a good match with other fonts, such as Exo and Lato, and both are fun to look at.  Dosis is an excellent typeface to make this tech company stand out when it is paired with a striking hue such as purple. This is shown within this Purple Apps and Technology Business Advertising template for websites.
3. Helvetica: Because of its versatility–there are over 100 variations! –Helvetica is one of the most famous and widely used typefaces. It’s also of the most well-established and has been around since the year 1957. Although it’s a classic typeface and has been around for a long time, its success can be traced back to its widespread, modern appeal. Businesses and professionals can utilize it to design a neat and efficient website.
4. Playfair Display: This particular font has a beautiful modern, contemporary, and slightly feminine appearance, making it a great alternative for female-focused websites. It comes in a range of weights, ranging from bold to italic. However, because of its attractive appearance, it’s often utilized in lighter-weight in headers. It is used to make a more striking header while still maintaining an elegant look.
5. Montserrat: This typeface can be found virtually everywhere on your website, from headers to a small amount of content. 

With its youthful and vibrant style, it’s an excellent option for the millennials, which is the reason why creative and digital businesses frequently employ the font. 

Montserrat stands out in the bright, vibrant palette of colors with any template. It creates the impression of a youthful, cool environment.

What is the significance of Typography?

• Aids in Communication

A website could be about art, a company, or a specific item. If you visit a site, it is easy to determine the kind of information they provide. Due to the use of fonts, it can be the situation.

The arrangement of the content, the fonts and colors employed, and other elements allow the user and the owner of the site to connect. A website may be related to an artist, a business, or even a specific item. 

If you visit a site, it is easy to determine the kind of information that it provides. Due to the use of typography, this can be the situation. The arrangement of the content, the fonts and colors employed, and the other elements allow the user and the site owner to connect.

• Viewers pay attention

It’s easy to attract readers with the use of typefaces, but maintaining their attention requires more creativity. You can focus on creating an interest in the content by focusing on engaging words.

It’s easy to attract readers by using typefaces; however, keeping the interest of readers requires more imagination. It’s possible to generate interest in the content by focusing on appealing text.

Each piece of material could include a boring text. 

When used correctly, typography can create an attractive impression. The best way to go about it is to include some attractive images.

• Creates an aesthetic feeling

The most important thing to remember when using typography is to select a suitable typeface. The font must be as easy as possible. It should not appear small or messy. Typography that is legible is essential in presentations.

Typefaces improve the reading ability that your text. They aid readers in understanding the information contained in the text. The color, typeface, and size of text are all essential factors in attracting your intended readership.

Typefaces improve the accessibility of your written work. They aid readers in understanding the information contained in the text. The color, typeface, and text size are crucial factors in attracting your intended readers.

• Works on Building Moods

The content could serve as advertising for a game on computers. It could contain some of the most intriguing aspects. In this scenario, it is important to create engaging, exciting, and sophisticated material.

The readability of the text is significantly affected by the way the designer aligns and arranges the text. Designers traditionally align the text in four ways: left, right, center, right and justified.

If the material you are submitting needs to be treated with seriousness, make sure you use simple, clear, and professional fonts. The font you choose will affect the way the content is interpreted.

• Professionalism throughout

The correct use of typography in design projects shows a high degree of understanding. Your customers are more likely to trust you when you choose the appropriate font for your text and size. If your site is business-oriented, it will aid in the promotion of your products.

One of the benefits associated with typographic style is it provides distinctive design. Through the usage of the fonts you use, your designs or web pages look appealing or premium, inviting or serious, inviting and more.

You can use certain fonts that express the character of your company. Typography is at the center of the professional design process. The quality of the product you provide is determined by typography. Customers can be confident in the information they acquire.

• The Brand

If you utilize consistent typefaces and present your website with certain rhythms, that can add an enormous amount of worth to the brand you’re trying to build. The fonts you select to show your pictures will always be remembered by your viewers.

Typography can also be utilized to set the ideals of a brand’s image and tone. Each typeface can be used to portray businesses in various ways, based on the type of work they do and on what they represent. 

This is the reason why there are numerous styles of fonts, as they are a symbol of different styles and moods in designs. The way you design your logo is distinctive and acts as a method to identify users. 

Every piece of content you publish increases your business’s recognition by using typography.

 

Basic Principles of Typography for Graphic Designers

Graphic designers employ typography for the intention. They have a specific message that they want to communicate to an intended public, which drives the designers as per the leading website design agency in Singapore, to utilize fonts creatively.

Certain graphics are based solely on text. To make them look appealing and professional, professionals adhere to some established rules of typography that have been tested for years. 

This is what they believe:

• Look at Text

A skilled graphic designer should first read the entire text the client supplies with care. When you are trying to incorporate the text into website designs, this becomes more vital. A lot of designers commit the error of copying and pasting the text from a document.

However, the wrong selection of font and typeface will create a positive impression on visitors or clients. 

To grab your customer’s and viewers’ Attention, you must first take the time to read the text thoroughly to get an idea of how it could be integrated and used in a design, like the design of a website. 

Therefore, read the entire text thoroughly before you begin to select the appropriate typographic component.

• Display Hierarchy

Hierarchy is about leading the eye of the user towards the most important aspect of design, like the design of the website. The designer employs typography to determine what a user must read first. 

To create a hierarchy, the designer employs the font size and typeface to grab viewers’ attention and draw attention to the most crucial details. Typically, designers create an impressive hierarchy in the design by incorporating three kinds of types. 

The first level of typography is typically the most prominent text. It is the area where viewers can notice the first distinct typographic elements within your design. 

The typography element of level two is used to organize the text into groups or outlines of data that can assist readers with the details quickly. However, these fonts should stand out.

The third level is typically the heart of design and is a text-heavy layout. The viewer is able to get the theme that you have created. It could be a complete text or just a short description. The goal of typography in this stage is to make reading simple since it is typically tiny.

• Choose The Correct Color Of Typefaces

The designer selects the perfect font color so that it is easy to read. By using color, catching the user’s interest is a lot easier on a website or another design. 

An incorrect selection of the color of typography can result in the visitor losing focus due to the various design elements that are in the background. So, writers and designers choose the color that is opposite to the background color. 

For instance, you can choose black text if your background is light or white shade so that the text can be read. Take a look from the inside.

In general, typography is employed in a variety of areas. However, we will focus on the design of UI/UX, Branding, and marketing.

Typography to promote Branding

When designing the perfect logo for your signboard, or business card, keep in mind a few key points. The meaning you want to convey to prospective buyers is important, and so are brand typography fonts that convey the meaning visually. 

People’s perception process multiple indicators at the same simultaneously: size and the tracking (distance between the letters) and fat letters etc. Based on the values they represent and their significance, associations immediately line together in our brains. 

Large and bold fonts immediately conjure up images of something strong or heavy. A thin font with adjustable tracking is synonymous with elegance, beauty, and lightness. 

So, the gym that has a signboard with serif fonts is likely to confuse the visitors, while the signboard for a beauty salon with large letters will only attract the most fashion-conscious fashionistas.

Even similar fonts can create distinct emotions and associations. If you want to create something that earns recognition, choose the right typography to represent your brand carefully. Be cautious when using well-organized and widely used fonts. 

The best option is to choose a simple but untwisted font that can be the center of your brand. It’s important to remember that fonts with no twists and are visually appealing to the eye are typically paid. 

But consider this for yourself: it’s a small price when compared with the benefits you’ll enjoy in the future. Typography has a direct effect on the psychological state of users. Kevin Larson, a psychologist at MIT, investigated the impact of typography. 

Twenty people (10 females and ten males) were split into two groups. Each received two variants of The New Yorker magazine’s article.

 One was a case of well-thought-out typography. In another one, the fundamentals of typography weren’t even thought of. The results demonstrated that typography has a direct impact on the psychological state of an individual. The process occurs at the subconscious level. 

The page that has thoughtful typography generated interest from users, and they would linger on the page for a longer period of time. Typography that is well-thought-out and designed triggered an unimaginable excitement among the participants and lifted their spirits. 

However, poorly designed typography brought participants discomfort, anger, and even physical depression. A good font will set the mood you want to create. No matter how well-thought-out your brand or product has been, if the font fails to not create the desired emotion, it won’t be a success. 

Emotions are the most effectively stored in memory, and memories of them can last several years. Because of emotional outbursts, we can choose one item over another. A font is a perfect tool for bringing out in your customers the emotions you desire, such as peace, joy, confidence, or even excitement.

This same “magic” can be applied to business. It is widely believed that B2B is governed primarily by reason, and profit and emotions aren’t as important as in B2C. 

But, B2B brands that communicate with their customers in a way that is emotional get more than twice as much value as those that pay attention only to the company or operational aspects.

Typography for Marketing:

Do you think good typography is a well-planned strategy to increase its effectiveness in your marketing and make information more reliable and reliable? Perhaps not. 

However, Yieldmo’s research has proved that the importance of fonts when it comes to marketing must not be overlooked. They conducted an experiment showing 2 million people GEICO ads using six fonts.

The findings of the study revealed that users only prefer a few of the fonts. The most popular is Times New Roman; it had a higher percentage of impressions per click over Helvetica and Verdana and as much as 30 percent over Garamond (although it is a serif type). 

This doesn’t mean the key to success is in one particular font. The font’s relationship with the advertising message plays a crucial part. The influence of typography on the sense of perception is evident in the outcomes of the research study made by the designer Phil Renaud. 

While at school, Phil published and submitted 52 essays. In his typing, he employed three fonts: Georgia, Trebuchet MS, and Times New Roman. 

It was surprising that no matter what content was used, the articles written with Trebuchet MS averaged a grade of B, which is lower than the grades given using Georgia (A) or Times New Roman (A-). 

The point isn’t that professors at universities dislike Trebuchet MS — they simply associate serif fonts such as Georgia on a subconscious level with something that is scientific, familiar, and accurate.

Also, Trebuchet MS (without serifs) because it is a typeface that resembles something modern and simple uncommon, which means it is not as reputable. 

A different study was carried out by Korean Professors Kang and Choi, who developed mobile phone ads that used different fonts to convey the same advertisement. 

The outcomes of the experiment proved that if the advertisement talks about the thickness of the device, or its small size, then the slim font with less tracking is better suited to it.

In contrast, in the commercial, the elegance of the telephone takes with the use of the handwritten (handwritten) typeface. The research showed that typography improves user connections with the information that text communicates.

Typography for UX/UI

Here’s a question which is important as per the web design agency Singapore. Can you control the attention of a user by simply altering the font’s size? Typography design suggests it is. Although it’s only one tiny part of the system of your website, without it, the entire system can be ruined. 

Here are some components that can help you make better use of typography in design.

•  Text in the body (font size)

Although it might be, the small print fonts are more difficult and slower to read than those printed in larger print. But the different sizes of fonts are appropriate for different types of usage. Do you require a catchy title that can draw more attention? 

You are free to select the larger font size. Do you need to decide on the size of the footnotes? The smaller the font, the more effective! Still unsure of the potential of typography? What can it do for you? 

Clicklaboratory.com improved conversion rates of Numara Software by 133% by simply increasing the line spacing and font on their site. As a result, the employees of Numara Software began to earn an additional $330,000. There was no magic involved, only the use of typography.

• Let your text breathe.

There is no need to create words over one other, like if you were creating a work of art out of plasticine. The message is much easier to read if there’s enough space between words and letters. 

But, not all fonts require an interline width of 1.5 (accepted as a general rule of thumb that is conditional). The size varies according to the type of font and the height in x.

To quickly determine the optimal line-to-line width, use this typographic calculator.

• Color

Everybody knows that to make it easier to read, letters have to be distinguished from the background. But, the typographic style here has distinct characteristics that aren’t known to all.

The traditional “black and white” has been immortalized in the history of mankind, but in reality, it’s been proven to outlast its own. By reading entirely black on white backgrounds, eye strain can be a problem for people. 

This is backed up by the results of a study that showed that 58 percent of all adult Americans who worked with a computer had their eyes were incredibly exhausted. 

The reason for this is that most times, they are reading text that is printed in black on white backgrounds. 

When you’re doing this for a long time, the sharp contrast can cause discomfort, which causes your eyes to tighten and become fatigued faster. Major companies like Airbnb and Amazon have come up with an answer to this issue. 

In this case, instead of using black text, Airbnb uses dark gray, and this makes the text on their app easier to read and appealing to the eyes. Amazon has come up with the perfect solution for creating Kindle eBooks. 

They made the text in black more readable while the backdrop was less striking in white. This means that even after a long read, the eyes of readers get exhausted less quickly than when they read in white and black.

You can verify the conformance of the background and text to the contrast standards set by WebAIM.

Conclusion

In summary, typography plays a vital role in Branding. In fact, your logo is an important factor in your business’s identity. 

When you design a logo for your brand, it must be unique and meaningful to represent your brand’s values. 

Typography has its own charm, and you must use the right typographical elements that will leave a positive impact on your target audience. 

Typography is such a powerful tool that can drive conversation and make the target audience more curious with its striking appearance. 

It helps to define the message of your brand and promote what your company stands for. We hope you enjoyed this blog, and if you want to read more on such topics, check out our previous blog on Top 6 Types of Shoppable Content & Practices to Create It.