You know by now that I like to talk about simplicity. This goes for images, language, and yes, even typography.
I am working with some colleagues on a web site redesign for a local business and we have had discussions about the use of typography. The business’ logo contains a cursive font, with some hand-drawn uniqueness. The design firm initially added another cursive font to the web design along with other fonts. While I understand what they were trying to achieve, the business team and I pulled back to talk about simplicity of message and image.
Even though the fonts and typography sort of matched, the overall appearance became too busy, and there were too many fonts competing with one another. The message was getting lost in the media (remember that from school?).
As you think about your business and its communication methods, remember the lowly font. Use a consistent font and typography in all your messaging. This includes your web site, your direct mail pieces, your emails, and even items such as menus if you have a restaurant. This is your business and your personality – keep it simple so your message gets across and you do not compete with yourself or your typography. As just as you are reminded to be sure your marketing materials are up-to-date, remember to review your font usage. If your font usage has not changed in 20 years, it is time to re-visit it (even if you are going for the retro look, there is good retro and bad retro!).
Simple, clean and consistent…….and remember to review your typefaces!