Typography is one of the most important aspects of successful marketing. Unfortunately, the marketing world consists of two extreme opposites: people who want to use overly minimal fonts like Times New Roman 12 point and people who want to use gaudy, distracting fonts that make the text nearly impossible to comprehend.
Luckily, there is a happy medium between the two that should be utilized more often. Distinct typography can be one of the most effective parts of a direct mailing, and can be the difference between your direct mail being opened or thrown in the trash.
What a Font Can Say
Some people have broken down the science of fonts to determine what fonts communicate about the creator. For example, a person who constantly uses Times New Roman 12 point font for all purposes is likely a fresh college graduate who is still stuck in a paper-writing mindset, which includes staying true to the parameters set by the MLA. Other fonts like Lucinda Handwriting might represent an older person who feels like the computer can still retain humanness by mimicking a personal handwriting style.
Regardless of the story behind a font, there is a specific association between fonts and personalities. Therefore, when choosing the font for your direct mailer, think carefully before you decide.
Distinguish Yourself with Typography
Typography is a booming industry right now. People are more conscience than ever about how words look on a page. Whether typography is your forte or not, it is important to consider the ramifications of choosing a poor font to represent your brand.
Think carefully about your targeted audience. Don’t try to reinvent the wheel; rather, simply be considerate about who you are trying to reach with your direct mailers. There are several categories of relatively straightforward fonts that might represent a company effectively. When you choose a font, the five main groups are geometric, humanist, old style, transitional and modern, and slab serifs. You can do more research about each group and decide which type of font best represents the message of your company and your mailer.
What Not To Do
Some people think that loud fonts work in their favor, but this is not true. You might think a font is impressive or adorable, but most of the people who receive your direct mail will not share your sentiments. They will be looking for things that are clear and direct. First and foremost, make sure your font is readable. Invite people at your organization to take a survey to make sure the size is accessible with as many different levels of eyesight and lighting as possible. People like simple; don’t create a busy presentation that pushes people away. You want people to see that you value being straightforward and honest in your business.
Don’t start going over the top to redefine your brand. Direct mailers and brand awareness work together. If your brand needs some polishing, work to create something aesthetically pleasing that will attract recipients to your packaging and hopefully ignite curiosity in your product.