The Power of Typography to Influence Consumer’s Behavior
20 January 2021
By: Seyha Chan
Generally, typography is a crucial element to lift up the professional and attractive outlook of graphic design and it is also able to greatly influence how people perceive things unconsciously. Basically, in graphic design, typography is defined as a typeface in various combinations of font, size, and spacing. Additionally, it can be considered as an artistic style or appearance of text, which is strategically designed on posters, brochures, logos, and websites to convey a brand message. Therefore, it is a key tool that businesses should choose properly in advertising their products and if they use it incorrectly, it will convey their business’s message to another unexpected meaning.
1. Communicate the Message of the Brand
Without typography on graphic design, people tend to find it difficult to understand the exact meaning of the artwork since typography helps voice the content up at the first glance. Additionally, more than just to let people deeply understand the content, the fonts that are used to effectively attract more audience and to encourage them to enthusiastically read the content.
2. Influence Decision Making
Well-selected typography will build more confidence and professionalism for your brand because typography defines the essence of the content that you provide to your audience and they can feel secure regarding the information they receive. For instance, it will be hard for you to imagine if a law firm uses a handwriting font for its logo instead of a Serif or San Serif font. Moreover, it would lead you not to trust or choose that law firm.
3. Build Brand Identity for Business
Exactly, for those who often see your artwork and visit your site, they will be able to identify your brand whenever your typography looks fascinating and eye-catching and its color usability is consistent because the audience will be able to remember the fonts that you presented in the visuals.
Moreover, when you mix the color and font to make typography, it will enable your audience to know the type of your business.
4. Establish an Information Hierarchy
Using typography, you can categorize the texts inside content by differentiating its font type and size to limit the most and the less important texts. Normally, the important topic is recommended to be highlighted with a bigger font size because it helps the audience notice and pays more attention to it.
5. Create a Certain Mood for Your Content
Different fonts exactly express different feelings and if you include it in your content, it will create its own taste such as fun, playfulness, glamorousness, and so on, based on your selected font type and size.