Effective communication is not limited to just words; it includes the way you present your business both digitally and through your marketing materials.
Typography, the art of arranging type in a visually appealing and easy-to-read way, plays a key role in shaping your business and attracting your ideal audience. Here are some tips to help you create visually engaging content that attracts your audience:
Focus on readability
The main purpose of typography is to ensure that content is easy to read. When selecting fonts, focus on readability over novelty. Choose clean typefaces that are easy to read across various sizes. Sans-serif fonts like Arial, Helvetica, or Calibri are good for the main body of your text. Add a touch of elegance and professionalism with serif fonts, such as Times New Roman or Georgia.
Limit font numbers
It can be tempting to get carried away with too many different fonts. Instead, stick to a maximum of two fonts: one for the heading and one for the main text. This will enhance the overall aesthetic of your design, creating a more polished and professional appearance.
Establish hierarchy
A clear hierarchy is essential for guiding your readers through your content. Utilise font sizes and weights (bold, italic, and regular) and your brand colours to establish a clear hierarchy.
Use contrasting fonts
Contrasting fonts add visual interest to your design. Pair a bold, attention-grabbing font for your headings with a more subtle font for the main text. This contrast will enhance readability and add an element of style to your content.
Mind the gap
Proper line spacing, known as line height, gives your content room to breathe and is easy to read. Additionally, letter spacing or kerning can also have an impact on the overall aesthetic. Slightly increasing the letter spacing can help improve legibility, but be careful not to make the space too wide.
Text alignment
Aligning your text will create a clean and organised look. Left alignment is standard for body text, as it is easiest to read. Using the centre or right alignment for headings and special elements can be effective. However, it’s advisable to avoid these for entire paragraphs.
Colour palette
Font colours should provide adequate contrast against the background for readability. Use dark text on a light background, and vice versa. Avoid low-contrast combinations that strain the eyes, particularly for those with visual impairments.
Maintain consistency to achieve a professional appearance. Use the same fonts and styles as your brand colours for a strong business identity that connects with your audience.
