Branding is all about first impressions. Those impressions matter on a landing page.
CXL highlighted a British study asking participants about their perception of health websites. When the people who took part gave feedback on the website, 94% of their comments related to design.
The design elements you choose for your landing pages—including typefaces—affect your brand’s reception and recognizability. If you want visitors to recognize and trust your brand when they see your marketing campaigns, you’ve gotta be savvy with the fonts you use.
So, how can you build a recognizable brand with your typefaces? This guide will teach you about the different typeface categories and how to use ‘em to make your brand stand out.
Typeface Categories and Their Meanings
Fonts fall into four categories of typefaces—serif, sans-serif, slab serif, and script. Each group triggers different feelings, reflecting your brand and its tone. Let’s see what they’re all about.
Serif
Serif fonts have divots known as serifs at the end of each letter’s strokes. These typefaces give off a classic feel, so you’ll see them used a lot in long-established and formal brands.
Fashion magazine Vogue has been in business for more than 100 years. Here’s how the publication uses a serif in its logo:
Sans-serif
Sans-serif fonts don’t have any of those serif divots at the end of each letter stroke, resulting in a more modern look. A study of over a million web pages found that 85.5% use sans-serif typefaces in both their header and paragraph text. You’ll see sans-serif fonts used by brands shooting for a contemporary feel, like iTunes:
Slab
Slab fonts have super thick letter strokes and come with or without serifs. Brands like Honda use them to give a bold impression:
Script fonts use curvy lettering with connected strokes to resemble handwritten cursive letters. These typefaces give off an elegant feel. Some brands also use them to communicate femininity, like Barbie:
How to Boost Brand Recognition Through Your Typefaces
Now that you understand the four typeface categories, how can you use that knowledge to make your brand more recognizable? Let’s go over three tips.
Match your typeface to your brand
The typefaces you use in your marketing content, including non-logo materials like landing pages, should fit your brand’s tone.
Imagine you’re shopping for a Pretty Pink Princess doll and you click on the landing page you find in Google results. For some reason, the header font is in a Gothic script—the kind you’d see on a medieval chamber metal album. You’d wonder if you got the right site, wouldn’t you?
Think long and hard about how your typefaces should express your brand theme and values. Duolingo went so far in this process that they created a typeface based on their logo and mascot. So, don’t be afraid to dedicate time to choosing fonts that fit your brand.
Source: https://unbounce.com/landing-page-design/brand-recognition-typeface/