We are all looking for the best tips and tricks to make our website stand out from the crowd. So many terms are tossed around and UX best practices so frequently updated that it can be hard to keep up with all the latest jargon. One thing is for sure; a simple way to reach your audience and demonstrate your brand is through focus on font. A type-focused website generally offers straightforward navigation to viewers and allows for easily digestible information.
User Interface Design
Choosing a representative typeface and typographic styling allows the brand to send subtle messaging based on the vision of the company or social enterprise. In a sea of online competition, enterprises need to display their branding and messaging in a uniform context, but also in a way that is both bold, memorable, and professional.
Luckily, professional web design these days hinges on creativity and expression, so there is no need to create a drab and classic professional looking site to impress potential clients. In addition to choosing typefaces that represent your business, it is also essential to hire a professional web designer who can delineate appropriate line breaks and type size. Each of these characteristics will affect the way a reader moves across the webpage and will ease or hinder digestion of information. Losing connection with the reader at any point can cause frustration, and this can result from reading lines that are too lengthy across a page, or are too choppy and fragmented.
When choosing a typeface, readability and ease should come first and foremost. While the content and substance of the text is important, it is also possible to send messaging by choosing a typeface that is representative of the brand or social enterprise. The chosen font should seamlessly complement the message of the text, as well as the broader messaging of the brand and vision. The chosen type will illicit subconscious and conscious ideas in a reader about the focus of the organization and its initiatives, and is a great opportunity to display a fun or clever style, or to demonstrate the seriousness of a social issue.
One example of a social enterprise that is using typeface to strengthen their message is the FEED company, founded by Laura Bush. The adherence to typeface begins with the FEED logo, which is often mounted on a burlap textured background and made to imitate a grain storage bag. The text upon the background almost immediately invokes a reference to food and, in this case, to the global hunger crisis. The FEED logo is used in all capital letters, and is uniform throughout web design branding and products.
The current featured topic, in this example it is the Mother’s Day messaging, is displayed in a much more casual and invitational type. The ‘Meals Provided to Date’ section on the right of the page reintegrates the FEED logo typeface and ties in the true mission of the organization, which is not only to sell products, but to raise awareness of hunger and to integrate a social mission into each purchase on the site.
FEED is just one shining organization that is exemplifying exceptional use of evocative typeface through web design and social good marketing. This company is uniformly branded across their online platform and is able to maintain a strong identity and user friendliness with engaging content of a pressing social issue.