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Marketing & Design Blog - Fallbrook Chamber of Commerce - IdeaRoom_logo

by Linda Costello, Communications Director

 

Welcome to The Idea Room! We hope you find the periodic posts on this page both inspiring and useful as you learn how to direct or create your own marketing materials and advertising pieces.
On this page, we'll discuss everything from colors to fonts, and content to photographs. We hope you may find some or all of it relevant to your business needs. Feel free to use the Contact  Me button below to ask me a specific question about your marketing and/or advertising needs. We are here to help our members get the most out of their membership and create more business!

Marketing & Design Blog - Fallbrook Chamber of Commerce - typography-graphic

Finding the Right Font

The way you say some thing is just as important as what you say.

Typography can be viewed as visual summary. The sense and mood of everything from an isolated word to extensive blocks of text can be effectively visually expressed through the right typeface.

Typefaces have personality. Do you want a typeface that is the font equivalent of a floral shirt and Bermuda shorts or a crisp business suit? Or do you want to mix and match for the various sections of the content?

 

Marketing & Design Blog - Fallbrook Chamber of Commerce - font-types-infographic

 

Remember, you can only choose the right typeface if you keep the nature of the content and target audience in mind. But since using Times frequently gets boring and a fun new pictorial font can easily outlast its welcome, the key is to strike a balance between the trusted classics and the snazzy, stylish and novelty-laden personal favorites.

Hierarchy wise, for body text, it’s always advisable to use a non-gimmicky, legible and formal typeface like Helvetica or Garamond.

You can get more creative with headings, banners and text bites by using your favorite display fonts. Display typefaces differ from body typefaces in that they’re not easy to read at length and should be used sparingly and with purpose.

CombiMarketing & Design Blog - Fallbrook Chamber of Commerce - Font-Combinationsning fonts

Choosing two or more fonts to use together can be tricky. You want the fonts to complement each other, but not be too similar — different, but so wildly different that they clash. Avoiding these extremes of too little or too much contrast often ends up being a process of experimentation and trial-and-error — like Goldilocks testing out the three bears’ porridge and finding one too cold, one too hot, but one “just right.” Finding a font combination with a level of contrast that’s “just right” isn’t a step-by-step process, but is usually the result of a mash-up of personal taste, practice, instinct, and observation.

Another approach to combine fonts or typefaces, that works well, is focusing on contrast. This is why combining serif and sans-serif typefaces works. This combination naturally creates contrast. What does it mean to create contrast? It means bringing together multiple concepts such as styles, weights, sizes, spacing, colors and so on. As you probably guessed, it is again about creating visual hierarchy and some simple way for people to recognize different typography elements.

One example of combination that can create sufficient contrast is using a bold font with thin. Or, using extended font with condensed. These choices are the exact opposites of each other. They are both on different ends of the spectrum. However, it is this visible contrast what helps them work well together.

 

 

 

 

Where to Find Free Fonts

1) Font Squirrel: This is probably the best resource for fonts that are both free and licensed for commercial use (every single one on the site!). Includes a great selection of hand-picked, high-quality fonts that are searchable by classification (such as serif, san-serif, or script) or tag (such as casual, retro, or distressed).

2) 1001 Fonts: Currently has over 7,000 free fonts available, that are of varying quality. Includes a special section of free commercial-use fonts and offers a handy option to search by type/style/mood, decade, and even holidays and other occasions.

3) DaFont: Currently has over 25,000 free, public domain, and demo fonts available, but they are of varying quality since anyone can submit a font they’ve created.

Figuring out how to effectively use fonts in your design projects is a learning process, one that’s helped along by plenty of practice and trial-and-error. If you would like any help with fonts, use the Contact Me button below and send me an e-mail!

 
 
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