Importance of Typography In Marketing Terms
The art and technique of setting type to make language visible is known as Typography. Visibility is a basic thing in printing, the ability to make writing attractive however is pivotal in professional typography. It is the work of a graphic designer to use typeface, colors, layout, grid and design etc creatively and create innovative typographic material. This is especially helpful in marketing/branding of a product.
For a layman, there is most probably not much of a difference between ‘Arial’ and ‘times new roman font’. A graphic designer knows that font selection is the first step towards printing. Then he/she has to select the font size. Height of a character is generally known as x-height while width as set-width. The next step is to correct the ‘Leading’. Vertical space between the type lines is called leading. Tracking and kerning is looked at next. This is space adjustment between adjacent characters so the overall effect isn’t muddled but aligned. ‘Measuring’ is the next step where you decide on the width of a text block. Hierarchy and Scale are finally decided. This is the difference in the text printed which would signify what is highlighted as well as the placing.
A company would get its name and logo printed as a start of its marketing campaign. Typography plays a pivotal role in broadcasting your product to the masses. We now recognize some companies by just their logos/brands obviously we’re paying tribute to the typographical skills of the graphic designers.
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50 Shades of Grey:
The archer typeface on the cover of the first book with a grayish background may look simple but it is what made people curious enough to pick up the first book and read it’s interesting (ahem! Ahem!) Tidbits.
Created in 2009 by Alphabet and Type: Typography and Graphic – the first time that this book came on the bookshelves, the word twilight with special emphasis on the words: ‘l’, ‘g’ and ‘w’ in white on a black background and hands holding a red apple were what initially attracted people while browsing through book stores. It made them pick the book and skim through it, and that is what started the whole mania J
The Legend of Zelda:
Popular for its different types and fonts – the game legend of Zelda is a classic example of typeface innovations – Hylian text/font which is not surprisingly based on Japanese.
See any Coca Cola product and you’ll notice that the typeface does not change. The typeface is flowing and the color red remains the same with the ‘R’ having the same position.
If not the boys, teenage girls and women definitely have a preference for either the blond or the brunette in this famous suspense/Goth/thriller TV drama ‘Supernatural’. TV advertisements in the first season showed the picture of the two brothers with Supernatural highlighted. Over the different seasons the image has changed but the ‘Trajan Pro’ font remains the same.
Of course their logo was customized just for them. Figures when you have a fashion house as popular as Chanel. The logo is simple in the black with a white background with two ‘Cs’ overlapping for Coco Chanel and ‘CHANEL’ written in bold in caps.