They say the effectiveness of printing depends a lot on the type of font and images you use in your printed material, be it a poster or a postcard or a business card.
Well, what’s there to it?
You pick your favourite font, some high quality images, some good color combinations and you’re done right?
Printing typography or the use of fonts in your print material is a tad bit more complicated than that. Blame it on human nature, because the look and feel of content given on various print materials has a huge impact on the human mind.
But you can turn this quality to your advantage by incorporating specific typography styles that trigger favourable action from your customers.
That’s where typography as a whole finds its relevance.
Here are 7 typography tips that you can use to boost your print designs.
Make sure to match the mood and feel of the typeface to the message conveyed
Yes. That’s right. Every typeface has its own personality and it often sets the mood of the printed object. For the same reason, you can’t simply use your favourite font on your brochure or catalogue. If you’re going for a serious message to be conveyed through your poster, it is important to pick a font type that reflects the same. Hence, it is better if you already have a fair idea of the message and brand voice that you want to convey through your design beforehand.
According to renowned type designer Eben Sorkin, “Each typeface has its own voice. This voice influences how we feel about the text we’re reading, but also how we’re able to absorb and process information.”
Choose suitable kerning
Kerning is basically the spacing between the different design elements including the characters in the graphics. An appropriate level of kerning will make your message get across very crisp and clear. Bad kerning can ruin your print channel and sometimes even impact your business entirely. It is always a good idea to test the font and the kerning before commercially starting the printing process.
Most of us are used to reading from the left to the right. Hence it is always better to have large volumes of text right aligned. Experimenting with other types of alignments can render the copy useless and it is human nature to skip reading what cannot be easily read or comprehended. Short bits of text can be centre aligned or right aligned.
Choose suitable font combinations
Serif fonts are generally considered to be more readable through print media. And they go well with non-serif fonts for sub text. Not all fonts go well together, but as a general rule of thumb, keep in mind that fancy or loud fonts should be paired with bland or understated fonts.
Don’t use too many colors and fonts
Too many elements in your design can make it look overcrowded and unreadable. For fonts try to always stick to a maximum of 3 font styles throughout the design. The same goes with colors as well. You don’t want your design to end up looking too cluttered. The key is to maintain class with edge.
Maintain harmonious hierarchy
This is especially true in case of designs with a lot of text. Make sure to follow a hierarchy throughout the design by incorporating size and font changes. For example, text priority or importance can be established with the text size, by using bigger sizes for important facts and smaller sizes for side notes. Content related to the same category or subject or context can be grouped together.
Test your copy
Last but not least, it is always a great idea to test your printed copy before starting the commercial printing process, in order to assess the readability and overall effectiveness from the point of view of a reader. You don’t want to lose a ton of money over ineffective copy.
Follow these guidelines to create winning print copies for your offline marketing campaigns