When visually organizing an ad in advertising, the choice of font is of great importance. Its convenient reading and associability with the subject of advertising ensure a high-quality perception of information, as well as its memorability. In some cases, it can compensate for the shortcomings of the illustration and title by attracting attention and arousing interest in the announcement of a certain group of consumers.
An incorrectly chosen user interface fonts prevents the perception of information. It can even completely scare the reader away from the ad.
In order to choose a suitable, effective font, you should pay attention to its readability, appropriateness, harmony and emphasis.
The easiest way to achieve easy readability of the text is to choose the same font that is used in a specific publication. People are used to it and perceive it without difficulty.
But such a font will not distinguish the announcement from journalistic materials and will not attract attention. In addition, readers may perceive copying editorial writing of signs as an attempt to “disguise” advertising, or deception. Therefore, choosing a standard font for a specific publication is not the best way to ensure the readability of the ad.
Psychology of font perception in advertising
Today, advertising designers can use thousands of different fonts, but the most important thing is to choose the ones that will work for the benefit of the advertisement, and not just serve as decoration. The number of free fonts available in the market
In the advertising module, on the cover, and on the billboard, it is recommended to use no more than 2-3 fonts at the same time. They should correspond to the general style of the advertising message, be easy to read and be understandable from the first time. In addition, fonts should not distract attention from the advertised object, but emphasize it, and serve as a kind of support for it.
Fonts with serifs
Such fonts have small lines that decorate the letters. Serif fonts are often more formal than sans-serif fonts. They are suitable for use in messages for business audiences, in official messages, traditional informational messages. Since serif fonts help to make letters more understandable, they are much better perceived and read. That is why in most printed products that have a serious text part, these fonts are used for the main text.
Common serif fonts are Times New Roman, Baskerville, Century Schoolbook, and Garamond.
Sans serif fonts
They differ from serif fonts in that they do not have the same decorative strokes on the letters. Sans serif fonts are suitable for less formal information delivery and are perceived as modern and fresh. Such fonts are perfect for reading from the screen. Sans serif fonts can be used for advertising headlines. Common fonts are Verdana, Helvetica, Tahoma, Geneva and Gill Sans.
Decorative fonts
Often used for visual beauty, but they are quite difficult to read and understand. Therefore, they are often used only to place emphasis on advertising texts. Decorative free fonts are basically handwritten fonts and italics.
Regulations
- You should not use the reverse side in the advertisement: it will make the message unreadable (for example, white text on a black background). It has been proven that this reduces the readability of the text by 50% or more.
- The most effective colours for headings and subheadings are blue and red. Advertising text written in black letters on a white background gives the best return.
- Never use solid capital letters in titles and summaries. The same applies to the main text.
- Columns should be comfortable to read – narrow enough for easier perception.
