Fonts can make you dream of a location, such as Ireland (look at Irish Uncialfabetiator) or an enchanted forest (look at Enchanted Land) and can serve as a precursor to things to come. They can also help you visualize time periods, whether it’s the future (look at Orbitron) or the Middle Ages (look at Old English). This story had a happy ending, but that doesn’t mean it’ll always turn out that way.įonts are particularly valuable in affecting moods from horror (look at Creepster) to joy (look at Happy Dance). In the end, Kathy noticed and I had to purchase the font for use on her project. There was a subtle difference, as there is with many similar fonts, such as Arial and Tahoma, for example. In this case, I picked the next-best matching font for these other uses. Voga, while available with our graphics program, was not so readily available for other uses. Playfair Display is a Google font, readily available for a free download. There was a literal “THAT’S IT” moment in the form of a scream from both of us. When we paired Voga and Playfair Display, we both knew it was perfect. There are thousands of fonts to consider and we looked at Word fonts, Google fonts, fonts for purchase, custom fonts, etc. So, I went through font after font after font with Kathy. I must admit, this was a first for me either I rushed the process, I had a picky client, or we were not in sync. I picked two fonts I thought looked good and captured the spirit of how I understood the event based on our conversations, but she did not like them. We needed two fonts for the lower third of a graphic: one for a headline and another for some accompanying text. Kathy hired us to do a website and then provide accompany marketing materials, graphics and social media posts, to be used for one of the events featured on the website. Do clients appreciate this extra care? Does anyone notice? Does it matter? I am here to shout from the rooftops – YES, FONTS MATTER!Ī recent client, “Kathy,” serves as a case study and the inspiration for my writing about this topic. Check out their profile here.Īlthough I spend thoughtful hours selecting the perfect font for each project, I sometimes wonder if it is time well spent. In addition to guest posting on the UpCity blog, LGK Marketing CC is featured as one of the Top Digital Marketing Agencies in the United States.
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