Typography Makes all the Difference

Your organization has a lot of great things to share. Creating a visual hierarchy with typography is the best way to success, whether it is your website, emails, or printed brochures.


Stay true to your brand
Make sure your fonts are in line with your branding to keep a consistent look in all your materials. Whether you have a formal brand guide or not, using the same fonts will give your organization a cohesive look and help build trust with your patrons.


Reflect your organization’s attitude
If your organization does not have an official style guide, remember that different fonts convey different attitudes. So, choose fonts that will reflect your organization and its mission, and use them consistently. For example, if your organization provides meals for seniors, the font you choose would be different than if your organization provides funding for emerging artists.


Don’t play favorites
Don’t choose a font just because you like it. Put your personal preferences aside, consider your target audience, and choose a font that will resonate with them. Your target audience can also guide your choice of font sizes for maximum readability.


When in doubt, keep it simple
It may be tempting to use a decorative font, but if it isn’t easily readable, it won’t effectively communicate your message. Instead, choose fonts that are easy to read. This is especially important for body text.


Create clear headings
Choose heading fonts and use descending font sizes and weights that will help readers easily discern areas of content and its importance.


Don’t create a “wall of text”
Be sure to break up your text with elements like rule lines, sub-headlines, bullet lists and white space. For body text, short paragraphs work best. A combination of headings, sub-headings, short paragraphs of body text, rule lines and white space will create a more inviting and easy-to-read page.


Remember contrast
On the web and in print, don’t go crazy with colors; text is generally most readable – especially larger amounts of body text – when it is dark on white, or white on dark. Contrast between the text and background is most readable, so keep it simple, and keep the contrast high.


Would you like our feedback on the readability of your materials? Connect with us and we’ll be happy to chat.

ceci150x1502.jpg

Ceci is the Digital Marketing Manager at FORM, a web development and creative services firm for Arts & Culture and Nonprofits. She has 14 years of experience working with arts organizations and nonprofits and she travels the country speaking at conferences and hosting workshops.

Photo: David G. Kanzeg

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