Font Types as They Relate to Business Today

The written word is still a powerful thing, and the font types a business chooses can make a company’s message even more powerful. There are many things to consider when putting together marketing materials, but never, ever underestimate the importance of your type font. Combined with your message, the two components create a one-two punch that can make you a champion.

There are other things to consider when choosing font types besides whether or not you’ve selected cool fonts. Take for example one of the most important type font decisions of the 21^st Century—Google’s new font. At first glance it’s a simple-enough looking font. To me it says, “I’m friendly, come a little closer.” In addition, I find it inviting. “Yes, I will not only come closer, I’ll come into your special place.” But on top of looking friendlier and more inviting, the geniuses at Google choose their “perfect” font from the gazillions of true font types out there because of what’s going on in the world of information and communications.

Here’s a little background surrounding the change—

When Google announced its new logo redesign, the company cited the fact that the platforms on which people interact with their products are now more diverse. The computer screen isn’t the only game in town anymore. Now there are smart phones and tablets with smaller screens and different orientations.

Here’s exactly what Google had to say about this—

“Today we’re introducing a new logo and identity family that reflects this reality and shows you when the Google magic is working for you, even on the tiniest screens.”

Now are you beginning to see why merely selecting a cool font from the countless true type fonts available to you isn’t enough? You must also consider the practicality and usability of your font types, especially today with technologies and communications constantly changing. Google certainly did with its new logo design. And I think it’s a winner!

Yes, technology and the devices it helps spawn are driving a fair number of today’s marketing decisions, including which type fonts to choose, but also keep in mind the design and look of your type font as it relates to you, your business, and the products and/or services you market. When you do, you will possess the perfect font; one that not only connects your audience to your printed materials and online persona, but to the company behind them as well.

BTW, what do you think of the new Google type font? Does it excite you as much as it does me? Please take the time to share your thoughts with me.

Best of Days to You,

Audrey Ferrante
Ferrante & Associates, Inc.