DESIGN MATTERS: Font choice & Why You Should Care

 
See how easily a lovely message can turn gruesome just because of the font used?
 
 

RANSOM NOTE OR LOVE LETTER?

There's a reason why I spend so much time trying out different fonts and showing clients a slew of options when developing a logo or branding package. Each font has a "feel" to it and a message that it just inherently displays.

You don't sell hammers with a swirly script typeface. You sell hammers with BIG. BLOCK. TOUGH. LETTERS. And diamond plate backgrounds. (Diamond plate not pictured here for fair comparrison purposes.)

 
The logo design on the right just looks wrong because it isn't giving the message justice. The logo on the left fits. Masculine, rugged, tough. Just like a hammer.
 

This is one of those split-second impression sort of things that can have an immediate effect on potential customers or businesses you're looking to partner with.

SPACING AND PLACEMENT

Beyond the "feel" fonts portray, you should also be really careful about how that font displays your message and it's placement. Kind of like misheard lyrics, certain fonts just don't do a word justice without some tweaking (customization, kerning adjustment, etc..). All of a sudden "Flickering Lights" becomes "F**kering Lights."

 
 

JUST BECAUSE YOU DOWNLOADED A FONT DOESN'T MEAN IT'S PERFECT.

If the font's kerning isn't great, maybe the "L" and the "I" are a little too close together and all of a sudden "Flickering Lights" becomes "F**kering Lights."

It's totally possible to do DIY design. Just try to do conscientious, smart, DIY design and always make sure you font delivers your message the way you want it to.

 

 

Need we say more here?
 

If at all unsure, please feel free to consult your local designer.

Patey Designs

Patey Designs, Portland, Oregon 97204