Marketing

How to elevate your design using unexpected typography

- December 21, 2023 3 MIN READ

 

Good design is subtle. If it’s good, you shouldn’t really notice it, but if it’s bad it will stick out like a sore thumb. While there are a lot of elements that go into good design, typography is something that is often overlooked. Bhavani Lee, Associate Creative Director at VistaPrint, explains how choosing the right font can make your design stand out.

Typography provides a brilliant opportunity to set the tone – whether that be for an event or a broader brand play. Not to mention, typography is a relatively inexpensive way to elevate your design.

When it comes to design, fonts play a pivotal role in conveying the intended message and aesthetics. Selecting the right typography can set the tone for your design, whether it’s elegant and sophisticated, playful and fun, or professional and corporate. Although there are no strict design rules when it comes to choosing a font, having a rough guide ensures that you are picking out the most appropriate font for your event. Always keep in mind that it is beneficial to experiment with your typography to see which fits best depending on your goal.

Three tips to choose the best typography

Fonts for events

In an event space, it is important to decide what kind of event you want to have. If you want a more elevated, formal event such as for weddings, galas, or cultivated parties then it is important for the font to match. Your font should be timeless and beautiful so that guests know the elegance of your event. However, it is important to exercise caution when choosing a font. While it can be fun to get excited about sweeping, cursive fonts, it is important to let your fonts try and speak for itself.  Instead, focus on a simple style that is pretty and refined, but not overwhelming to read.


Some elements to include in writing for formal events are:

  • Fonts with thin strokes
  • Size differences between thick and thin parts of fonts
  • Subtle calligraphic elements
  • Serifs

These elements all achieve a sharp, classic look. Using a font with these elements on invitations, table cards, brochures, menus and more will create a coordinated, put-together look that is sure to impress guests.

However, if you want to hold a themed or more contemporary event, it is important to switch up your style so that it fits the specific event. This could mean anything for the font – just make sure it fits the theme! For example, if you hold a party set in a different decade, use a fun and retro font to be consistent with your theme – remember to add some bright colours to your fonts too.

Fonts for professional settings

In professional settings, the most important thing a business can do is to grow or maintain a polished brand. To achieve this image, businesses should use simplistic, modern typography to show from first look that a brand is proficient and reliable. Fonts with strong, clean lines are helpful in professional writing to build a legitimate reputation.


These elements can help you build a professional font that impresses customers:

  • Traditional colours, particularly black and whites – depending on your background
  • Consistent width around the lettering
  • Medium thickness
  • Minimalist styles, without serifs or slabs

In professional fonts, it is important to maintain a straightforward and minimalist look. The text should be easy to read and digest to appear functional and confident, but it should also look modern to show a future-focused attitude.

If you are building a brand in a creative or modern industry, such as entertainment or media, taking more risks with your font is the way to go.

Fonts for trendy advertising

As we look around today, we see advertising everywhere. Websites, billboards, social media, and so much more are filled with information and marketing, and it can be hard to stand out if your branding is not consistent. For businesses building their brand recognition, it is important that you use a bold and eye-catching, but still relevant, font to catch the eye of potential customers.

To achieve this look and attract the attention of customers, use these font design elements:

  • Unusual, eye-catching styles
  • Boldness and thickness
  • Geometric designs in your fonts
  • Sans-serif
  • Bold, vibrant colours

The trick for advertising fonts is that they are bold but easy to read – this is why a thick, minimalist font works. To keep them fresh and exciting, try to use new but not overly intricate fonts to stand out.

Fonts are hugely important to demonstrating professionalism or personal image. But you should also use other elements such as text size, placement, and quantity to coordinate a good personal or branding image.

Stuck for ideas? Check out these design tips.

Don’t have any ideas floating around just yet? Collaborate with a designer to help bring your ideas to life.


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