Fonts and Branding

By April 16, 2018Commercial Signage
Superior Signs, Fonts andBranding, WCGreer

Fonts are generally the most central element of a sign. Most signs rely on their textual component to communicate messages to audiences. So, naturally, when you begin designing a signage project, one of the first decisions you make is the type of font to use. We might not always realize it, but this decision can often prove to be the difference between success and failure.

Each font has its own distinct personality or tone, and there is no font that fits every occasion. Certain fonts work better for large displays and billboards while some might be better-suited for smaller indoor signs. There are also fonts that you would never imagine putting on signs. Let’s discuss the particulars of why font deserves the attention that we might not always give it.

Effective communication In Signage

In a marketing world characterized by cut-throat competition between brands, getting through to customers is no easy task. Consumers have plenty of options, and the onus is on the company to draw people in. The need for businesses to be detail-focused is greater than ever, which calls for them to leverage all the weapons in their arsenal. Font is an important tool here. The font usually ends up being the biggest determinant of how successful displays are in conveying their intended messages. The right font will facilitate easy reading and discerning of a message, which naturally boosts its effectiveness. In contrast, the wrong font can easily keep potential customers from comprehending the message.
Font type and design works in a very subtle, subliminal manner. It directly influences how people read, understand and view text. Consumers form their judgement based on how they perceive the message on a company’s signage. Fonts trigger associations and memories, which might aid or derail your cause depending on how and where you use them. Additionally, they project a range of emotions through their style, design and shape. When done right, they have the power to create a sense of trust or subliminally reinforce the consumer’s confidence in your message.

Consistency in Branding

Careful planning for fonts can go a long way in maintaining a brand’s image. Fonts are naturally at the heart of any signage, and massively impact the effectiveness of the overall project. The fonts used on a sign along with the colors on it are instrumental in ensuring image consistency. It is important for a brand to stick with fonts that reflect the brand’s persona. Typically, companies stick with similar, if not the same, font for a long time. Changing the central font too often risks confusing your audience or worse, annoying them.

Sign Aesthetics

Your signs are definitely like sale representatives: they promote, they sell and they bring in new customers. However, unlike their human counterparts, signs only have a couple of moments to impress. People rarely spend more than a few seconds looking at a sign. The real test of a sign is how effectively it can convey a message in those precious seconds. Ultimately, a sign is only as engaging as its message is.

Readibility is undoubtedly key to a sign’s efficacy, but an indispensable complement is its aesthetic appeal. People are naturally attracted to displays that are easy on the eye, and good-looking fonts make for good-looking signs. However, simply choosing the right type of font isn’t enough. The correct choice of font requires support from its color, size and positioning in order to be pleasant to look at.