On the surface, there appear to be two distinct sides to visual marketing: the images and the words. The images themselves can be broken down into several categories: actual photographs of your product, colour and design choices, and, of course, your logo. Words, on the other hand, tend to be swept together. You catch someone’s eye with your vibrant design, and then they read your organization’s information.
It’s not quite that simple. Words have a design element of their very own: the font. As a visual person working in a fast-paced business environment, you might not have given much thought to fonts before now. They come in a drop-down menu in your word processor, and that’s that. However, there is much more to a good font than meets the eye.
If you’re considering branching out in terms of visual marketing, a custom coffee sleeve from HotShot Coffee Sleeves could be the perfect choice for your growing company. When you decide precisely what you want printed on your brand new sleeves, here are some basic font tips from us at HotShot Coffee Sleeves:
Serif vs. Sans-Serif
Take a look at Helvetica and Times New Roman. Do you see those little extra lines at the end of the letters? Those are called the serifs. Not every font has letters with serifs. It’s more than just a stylistic choice. The tiny squiggles lead the eye from letter to letter, allowing for an easier time reading. Serif fonts are ideal for long stretches of text, as they are easier on the eyes and cause less strain. This might make it seem like you should always choose a serif font; who wants to cause any headaches? However, easily breezing through text isn’t always the desired outcome for a visual marketing campaign. The broad and definite lines of a sans-serif font cause the reader to slow down and really take in the message. Try to use a combination of the two! The classic advice is to use serif for the main body, and sans-serif for any titles or key pieces of information.
White Space and Line Weight
Beyond the actual structure of the letters, it is important to consider how the texts interact with the rest of your branding material. If your logo is full of bright colours and geometric designs, having a lot of white space can seem like a good idea for balance. However, when the background is more vibrant, the eye actually needs a heavier (thicker) line in the letters to be able to read. If you have ever watched a movie with blurry sub-titles, you’ll understand exactly what we mean. Conversely, if your visual designs are minimalist in general, you can complete the look with a delicate font.
Whatever combination of words, font and logo design you choose, the most important part is getting your image and information out there and into the hands of the people. HotShot Coffee Sleeves can help get your image out into the world.