I LOVE talking about fonts because very few people realize the full power of typography to transform the look, feel and experience of your business…
Some of you may know the famous story Steve Jobs tells of studying calligraphy at Reed College, which at the time had the best calligraphy department in the country:
“Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed…I learned about serif and sans serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can’t capture.”
“When we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it’s likely that no personal computer would have them.”
You see before the Mac computers just used a single typeface. Fonts were functional. They weren’t seen as something that could add to the user experience.
And for most people, fonts still are primarily a functional way to display written content. And most people can only name a handful of fonts: Times New Roman, Arial, Helvetica and perhaps a few more.
Now I wish I had time to do a full training on typography here, but we have a lot to cover so I’m going to focus on what I call your font palette.
Your font palette are the 3-4 branded fonts that you use consistently across every web page you create, as well as all your other materials.
So the right font palette not only adds to your company’s brand, but it can actually increase your conversions by calling attention to exactly what you want your visitors to focus on.
Let me walk you through the 3-4 fonts that make up your font palette (I recommend watching the video training above to see examples of each of these font types):