The Importance of Typography in Marketing

Blog Post By: Kallista Baebler, Baer Performance Marketing Intern


The appearance of your message (typography) has more of an impact than you might think. We often don’t pay attention to how the font selections and sizes used can influence the audience. Typography can make or break a piece depending on the style and appearance of your copy. A reader may view your message as professional, laid back, or even hard to read. Typography carries a lot of impact in various mediums, media layouts, articles, and even graphics.


What is Typography?

Typography can be summed up as the visual aspects of text. Although many may confuse this as the font used, typography goes beyond making your text look legible. Typography includes fonts, sizes, the arrangement of letters and characters, spacing, and much more. A good designer is skilled in the relationship of typography and graphics, making sure elements are balanced and work well together. The way the type works with the layout and color scheme of your materials can make a difference when it comes to design.


Why Does Typography Matter?

Words are everywhere we look. Even without knowing terms or being able to name a font or the differences, consumers will often react to it with or without knowing it. Typography is a way of communication between the audience and the company releasing the work. Because of this, it is important to be knowledgeable in typography rather than blindly picking a font.

As mentioned above, certain designs may come off as professional, but others may come off as elegant or even messy. If the font is too hard to read or the sizing creates difficulty for the audience, a negative feeling may be associated with your work or brand. Whereas appropriate design strategies can attract and retain the attention of the audience.


Typography Tips

Unsure if your typography is sending the right message to your audience? Review these tips to see where your company can improve.

  • Don’t use more than three different fonts within a project: This can appear as too busy to the eye. Maintaining three or less fonts will simplify your work and help it look neater.
  • Maintain consistency within your work: Your company should select one design style. Once this style is selected, don’t switch back and forth randomly. A change in your typography can change the message being sent and how your audience views your brand. A few years ago, Facebook switched to a slightly thinner font. Users immediately noticed something was different about the font used, showing that even the smallest details do matter to your audience.
  • Understand your platform: Different platforms or media call for different design choices and typography. A white paper or press release will have a completely different feel than a print ad or commercial, so why would you treat them the same? You can use typography to accurately represent the mood or feeling being conveyed.


At Baer Performance Marketing, we understand typography can be a difficult topic to understand. Our experienced graphic design team has the skills it takes to make you stand out from the crowd. Contact us today to see how we can help with your typography and design needs.