It’s not always easy for the regular Joe (or Joanne) business owner to design professional, eye catching marketing materials. You may be able to get some great pictures or graphics, but what about the type?
Typography is the art of arranging letters on a page. Sounds simple? In fact it is truly an art that many graphic designers intensively study while going through design school.
Typography is really the spices that flavor the marketing “dish”. The actual product is the main meal, let’s think of it as chicken. Standing alone, chicken is a little bland. It doesn’t have much flavor, it’s not complex or jazzy.
But, you start to add in some flavors–Italian, Mexican, French–and your dish comes alive. And chicken with Mexican flavors is vastly different from French chicken. Gourmet chefs don’t serve bland chicken; they serve exciting concoctions of layered flavors.
Your marketing materials should be equally exciting and layered. The font, kerning (space between pairs of letters), leading (line spacing), and size all help to flavor your message.
Try this: Create a document that would be used for an invitation. Would you choose a font that is fun and whimsical? Or one that is bold and stately? You’ll notice it changes the type of party that it would advertise.
Just like we can experiment with our cooking at home, sometimes we need to go to the professional chefs for inspiration. If you’d like to learn more, I welcome you to contact us.