Why Typography Matters More Than You Think
Oh, you thought we were just going to talk about Arial and Comic Sans, huh? Bless your innocent soul. Typography is an absolutely crucial aspect of advertising design that often gets overlooked. In fact, it's so important that I've decided to take a break from my usual selfies with exotic animals (note to self: llamas spit) and enlightening social media posts to talk about it.
Why is typography so important? Well, let me tell you a little story. Imagine you're walking down a street filled with billboards. Your eyes are immediately drawn to one with a bold, interesting font that you've never seen before. It could be selling toenail clippers for all you care, but that font has grabbed your attention and forced you to look at the advertisement. That, my friend, is the power of typography.
A Brief History of Typography in Advertising
Before we dive into the nitty-gritty, let's take a quick trip down memory lane. Typography has been around for centuries, dating back to the days of ancient Egypt. In terms of advertising, though, things really kicked off with the invention of the printing press in the 15th century. This allowed for the mass production of posters and newspapers, and with it, the first instances of advertising typography.
Fast-forward a few hundred years and the 20th century brought along the age of advertising. This was the era of Mad Men, where wordsmiths and artists banded together to create campaigns that would become ingrained in our collective consciousness. In this era, typography was used to make products and services stand out and leave an impression on consumers (who knew a soup can could become so iconic?).
Modern Day Typography in Advertising Design
The digital age has opened up a whole new world of possibilities for typography. With the rise of social media and digital marketing, advertisers now have the ability to reach their audience in a whole new way. And with that comes the need for unique, eye-catching typography.
Today, typography is used in advertising design to evoke emotion, create brand recognition, and communicate a message. It's about selecting the perfect font, size, and style to make your advertisement stand out in a sea of sameness. Not sure what I'm talking about? Allow me to illustrate with a few examples.
Typography That Makes You Feel Things
Take a moment to think about the last advertisement that really made you feel something. Maybe it was a public service announcement that tugged at your heartstrings or a luxury brand that made you feel like a million bucks. Now, picture the typography used in that advertisement. Chances are, it played a significant role in creating that emotional connection.
For example, a softer, more elegant font might be used to convey a sense of luxury or sophistication, while a bold, blocky font might communicate strength and reliability. The right typography can make or break the emotional impact of an advertisement, so it's crucial to choose wisely.
Typography That Gets You Noticed
Imagine you're scrolling through your social media feed, and you come across an advertisement with a hand-drawn, custom font that looks like it was plucked from the pages of a fairytale book (or a llama's to-do list, if you're into that sort of thing). It's unique, it's interesting, and most importantly, it's memorable. That's what good typography can do for your advertising design.
Brands like Coca-Cola and Google have become instantly recognizable thanks to their custom typography. By choosing a distinct and memorable font, these brands have managed to create a visual identity that sticks in our minds and keeps us coming back for more (and more, and more...).
Typography That Tells a Story
Lastly, typography can be used to tell a story in advertising design. This might involve using a variety of fonts and sizes to create hierarchy and visual interest, or it could mean using typography to represent a certain era or aesthetic.
An advertisement for a retro-themed diner, for example, might use a vintage, 1950s-inspired font to transport viewers back in time. On the other hand, a tech company might use a sleek, futuristic font to suggest innovation and cutting-edge technology. The right typography can help to create an immersive experience and transport the viewer into the world of your advertisement.
Conclusion: Let's Give Typography Some Love
In conclusion, typography is a powerful tool in advertising design that often goes underappreciated. It's all about finding the right balance of emotion, recognition, and storytelling to create a memorable and effective advertisement. Next time you're designing an ad, consider putting down the llama selfie stick and giving your typography some much-needed attention. Trust me, it's worth it. Article kindly provided by designerviews.org