As humans, the way we see things at first glance often corresponds to the way we perceive them as well, meaning visually stunning and appealing designs, aesthetics, and views shape our understanding of the particular brand, view, or thing. In the spirit of this, we can all agree without any arguing that for success you’ll need to make sure your brand’s motto and logo’s font are essential for creating a balanced visual design. Why the font? There is a whole science behind it, but for the sake of the text, we’ll just dive into some of the details. Enjoy!
What Role Fonts Have in Visual Communication
It’s interesting to think how the way you write tells a story about your personality, and the trained eye can recognize many character traits just by looking at how you wrote your K and A. Given this “ability” of fonts often corresponding to mood, personality, and tone, they’ve become a fundamental element of design, encapsulating a specific purpose and all of the above mentioned. So, with the particular choice of a specific font, you can evoke emotions (certain or general), establish credibility, and often influence how your audience will receive and read a message. That’s why your comic book is written in one type of font while the engraving on your sophisticated and expensive watch is completely different.
Better Visual Hierarchy
Visual hierarchy just sounds like a fancy term designers might use to sound more profound so they can be taken more seriously by the competition. But, in fact, by emphasizing certain parts of a text by pairing varying font weights, styles, and sizes, you can direct the viewer’s attention to a specific part that is the most important. Let’s say a bold and elegant serif font for headlines paired with a font called Sun Valley for body text not only creates contrast but turns your attention to some really important pieces of information. The whole idea is to convey a message effortlessly, making it look great and appealing to the naked eye. Plus, you’ll achieve balance and harmony.
The Visual Balance of Design
Imagine looking at a picture in front of you, composed of various presentations of life, nature, and, among other things, here and there you see a quote or two trying to explain the main ideas behind this piece of art. Visual balance can only be achieved if the font you use is compatible with all the other elements making the whole of the picture. A poorly paired font will only create a dissonance distracting everyone looking and creating unnecessary confusion. The same goes for visitors to your website, people looking at your advertisement on social media or TV. That’s why fonts matter; choosing a font to present your text that goes with all the other elements fosters a cohesive and coherent picture that resonates with viewers.
So, before choosing the font for your next presentation, campaign, website, or motto and logo, make sure you’re very well informed about the importance fonts have for creating a visually stunning and mesmerizing design.
