We have all been exposed to it, whether it was in elementary school, a previous job (let’s hope its not a current job) or by a loving mother. Comic Sans has been in our lives, and it has altered human minds across the globe. If you need proof of its awfulness, then checkout this article, and any doubt will be destroyed. My 4th grade teacher didn’t know how to market, but you do know how to market, and so you know better than to actually use Comic Sans.
I have asked myself, isn’t there some way that this could be destroyed from existence? Can’t there be someway to annihilate it from the eyes and minds of the rising generations? It is during these moments when I realize that the opposition exists, only that we may appreciate true beauty and goodness.
After a teenage life of fooling around and committing design sins with a mouse and Photoshop, I was in a position to learn and appreciate the value of a beautiful typeface (the technical term for a font), and the difference it can make with a design. I landed a Design Internship for a local outdoor shopping mall, where the Yoda of design helped me to bear the Jedi Cloak that lead me to where I am today.
There are a few fonts that are total no-no’s, like the above-mentioned Comic Sans, Papyrus, Impact, and Bradley Hand. And then there are others that we are all familiar with: Times New Roman, Georgia, Calibri, Cambria, Trebuchet, Verdana, and all of the other standard system fonts. There is nothing wrong with these, however there are so many options in the vast universe of typefaces, that you can choose what best fits your purpose.
Step out of the bounds, be bold (pun intended), and don’t be afraid to try something you haven’t done before. Below are a few quick tips that can improve the quality of your marketing.
These basics should be known by everyone! They can turn a boring old document into something genuinely pleasing.
Use Contrasting Fonts
- There are several different types of fonts that you have see; a few are Script, Modern, Playful, Serif, and Sans Serif. We are going to focus on the two latter types. A serif is a little tail that is off of the end of a letter in Serif Fonts. Examples of these are Times New Roman, Garamond, Trajan, and Georgia. “Sans” is a latin term meaning “without”; thus Sans Serif Fonts are those without tails. Examples being: Helvetica, Arial, and Gill Sans.
- This is important to know, because there are many fonts that are of differing types, but that compliment each other when they are both on a page. A fantastic guide to this can be found here.
- This simple act can add a completely different dynamic to your page, and if done correctly, can greatly increase the quality of your medium. This technique should not be overused. Try to stick to just two font families per page. This effect can also be done by mixing italic, bold, and other font weights, and also by using different colors. If you have any doubts if the colors work well together, just ask the nearest woman, and she will gladly let you know.
- Often referred to as “Tracking” in today’s software applications, this simply means the space between characters on a line. This setting can be changed in Microsoft Word, All Design Application, and even with HTML and CSS.
- It seems to be a useless feature, but it convert a headline from drab to epic in a matter of seconds. It is best used when the header or sub header is in all caps. Give it a try!
Avoid Stretching or Unnatural Transformation
- This is not as big of an issue when dealing with standard text editing programs, but when one works with a Design Program such as Adobe Illustrator, one must be cautious. This means transforming the text vertically or horizontally without maintaining the intended proportions.
- This can also be found in many places if one simple looks around; it decreases quality, and adds a cheap, unnatural feel to whatever is being marketed. The need does exist at times…there are words and lines that need to fit in different spaces and along different lines, but transforming the text this way is simply not the answer.
- More reasonable answers could be to find a more condensed font, or increasing letter spacing as mentioned.
Typefaces can determine the entire mood of your piece. It can display it as loud and outrageous, or calm and conservative. You can be the judge of this so that you can deliver the best possible content to your clients, customers, and followers.