This post by Erika Schneider originally appeared on the Outbrain blog on 9/16/14. Note that while it is aimed at small businesses, the information here is just as applicable to author websites and blogs, and even book cover design.
Content marketing has become one the primary ways of retaining customers, attracting new clients, and generating leads, sales, and profit for a company. While the content itself on a website is incredibly important, another crucial aspect of content marketing is typography. Typography isn’t often given a lot of consideration, but there is no doubt it plays a role in strengthening your brand, creating interest in your product, and highlighting your central message.
What is typography?
Typography is actually a pretty basic concept, and simply refers to the way that text is arranged on a page or document. Often times, typography is referred to as an art, as typography can be incredibly creative and innovative. Typography is great for enhancing a theme, adding personality, increasing emphasis of an idea or reinforcing a thought, demonstrating emotion, creating interest, and crafting aesthetic appeal.
While straightforward black-colored text such as this is appropriate for some forums, colorful and artistic text can be a great advertising tool. Notice how that sentence caught your attention and drew you in based on its font and color scheme alone? That’s the whole point of great typography.
Elements of Typography
You might think that typography is limited to font and color, but typography is actually much more than that. Here are the elements of typography that you should familiarize yourself with: