Sunday, July 01, 2007

The Emotional Font

Few people consider how something can be so subtle, yet, obvious and powerful at the same time.

Welcome to the emotional font. Misrepresented so often by people who have no clue how to harness the attention-grabbing strength fonts have.

Time and again I see advertising with no target market appeal. Like boorish ads with typical Helvetica Black fonts that try and reach out to the feminine heart, or pretty pink serif fonts trying to capture the oft-unfocused male eye.

These Ads rarely get a second glance and if they do, they typically reflect badly on the product. Result: no interest, no sale.

As any seasoned advertiser knows, everything revolves around the headline of your ad. It is here that your time-starved reader wants the gist of what you are hoping to convey. That means just a few seconds to make your pitch! To that end, you must use every trick in the book - eye-catching, thought-provoking words, images and emotion.

Sadly, it is the emotional part of an Ad where so many falter either through ineffective images or uninspiring fonts.

It doesn’t matter if you want to convey trust, class, cheapness, urgency, madness, coolness or funny. It all starts with your font.

The best example of font usage can be found all around you. Your neighborhood book store, on packaging, newspaper and magazine Ads, store signage etc.

Here is a quick look at fonts that clearly convey who they are trying to reach, what they are trying to say, when they should be used, where they belong and why they make you feel a certain way.

Yes, these fonts make you feel something. This is the emotional power that fonts have to attract or repel.

Feel childish with the Walt Disney font…adventurous with the adventure font…or spirited away to the land of Camelot with the Camelot font.

With the high cost of advertising, it is wise to inject as much appeal into your Ads as possible.

So. Do you choose a font to appeal to a specific market or to define the product?
Good question!

The short answer is: both.The long answer depends on what the product is and to whom you are selling to.

The key is to remember that you basically have masculine fonts, feminine fonts and “bi-fontual” fonts.

To get a better idea of the type of fonts available, simply do a search on “fonts” and see what’s available. You can even download free fonts for both PC and Mac from several sites online.

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