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Fonts Enhance Your Marketing

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Originally published here on 01/25/2009:

typography in marketing

Typography as Art

My affinity for typography began at a very early age as I watched my father who is an artist design ad campaigns. I remember watching in awe as he spent endless hours tweaking his work and I was always jealous of his transfer letters- it looked like so much fun to rub and rub and magically text came to be! As early as second grade, I obsessed with how my handwriting appeared and would see a particular letter written somewhere and accordingly change the arch of my “a” and practice for hours emulating advertisements, high school cheerleaders’ posters, my father’s all caps handwriting or fancy “g” with two circles. I have always seen text as more than just a form of communication, it is art. I read typography blogs and study designer sites and it is delightful fun for me.

I’m not alone. The world thirst for beauty and tires of the monotony of advertisements. How many MLS home flyer templates can you look at before they all look the same? The solution could easily be typography.

There are fifteen videos below that showcase animated typography and I want you to watch whichever ones look interesting to you and think about how you use font in your marketing. Pay attention to the simplicity of the fonts chosen, the fact that many only use one font throughout, watch the colors, the contrast and the pace, and apply them to your print marketing. I challenge you to think of creating an animated text advertisement to music or your words or both. Enjoy!

Lyrical typography:

Typography in movies:

The simple beauty of typography illustrated:

Typography depicting politics:

Lani is the Chief Operating Officer at The American Genius - she has co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

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23 Comments

23 Comments

  1. Chris de Jong

    January 25, 2009 at 12:38 pm

    Great article! It is amazing just how much additional information and meaning can be gleaming from text simply by altering its type-face.

    If you really love typography you should check out the documentary Helvetica by Paula Scher. It explores the world of typography, graphic design, visual culture, and of course, the font Helvetica – amazing stuff.

    Also, if you are looking for new fonts to add to your marketing materials or to spice up your personal branding, my favorite is DaFont. They have a massive archive of fonts and the best part is that every single one of them is free!

  2. Missy Caulk

    January 25, 2009 at 12:42 pm

    Very cool. I use to do the same thing always try to change my handwriting when I saw one I really liked.

    In our MLS we have no control over the fonts, but in other marketing pieces we do so good points.

    The different fonts make them say more than the mere words.

  3. Mark Eibner

    January 25, 2009 at 6:16 pm

    we’re at it again Fonts Enhance Your Marketing: Get out of your feed reader and comment on this.. https://tinyurl.com/bculvf

  4. Cheryl Johnson

    January 26, 2009 at 5:42 am

    So, Lani, do you think maybe, just maybe, we could petition whoever controls the stylesheet on AG to change the body font from Arial to, maybe, Verdana?

    The letter-spacing in Arial is tight, to allow more words per line, but it always seems “constricted” to me. Verdana’s fonts are just a tiny bit wider and the letter-spacing just a tiny tad looser, and it appears to me much more “elegant”.

    In fact, I’d really prefer a plump, serif font such as Georgia or Garamond, but that would be asking too much. 🙂

  5. Rob Hahn

    January 26, 2009 at 8:44 am

    Lani –

    As a typography dilettante, I have to say thank you for this. 🙂

    By the way, if you’re interested in topics like this, I really can’t recommend Presentation Zen more highly (www.presentationzen.com).

    -rsh

  6. Christopher Zabka

    January 26, 2009 at 9:40 am

    Lani – this is way cool! Like you, I can spend hours tinkering with just the font of a project. I hope agents are inspired and motivated by what you’ve posted here. That video of the clouds and flowers is so neat (what’s it from?), and I’ve always enjoyed the “Catch Me If You Can” credits 🙂

  7. Ben Anglin

    January 26, 2009 at 10:01 am

    Ah, yes, Pops remembers the rub-down type, and the sheets of waxed copy, and when the sundial hit noon, we’d order a blackened sabretooth tiger for four, and chant to Attuma, the rock-god. Good times. For a look at typography at it’s finest (and most pretentious) go to http://www.typography.com/about/index.php. Hoefler & Frere-Jones represent the state of the art. If you need real-world help, see identifont.com, to locate a look you may have floating in your head. Tinker-on, Wayne.

  8. Benn Rosales

    January 26, 2009 at 10:58 am

    @Rob presentationzen has always been a tool on our desktop, we couldn’t agree more.

    @Ben Flinstone Anglin rock on… I think we typically just ask you though. 😉

  9. Steve Burlison

    January 26, 2009 at 3:04 pm

    For many this is a lost art RT @avfguy Using typography to enhance your marketing – https://bit.ly/KH5w #marketing

  10. Ivo Gabrowitsch

    January 26, 2009 at 3:43 pm

    Fonts Enhance Your Marketing ? https://agentgenius.com/?p=9579

  11. Lisa Sanderson

    January 26, 2009 at 7:35 pm

    I always admire a well chosen font and wonder how or where people learn to choose them. Is it a talent you are born with or can it be learned? I am going to watch some of these videos and check out some of the links in the comments to see if there is hope for me.

  12. Joshua Taylor

    January 26, 2009 at 11:00 pm

    RT @fontwerk Fonts Enhance Your Marketing https://agentgenius.com/?p=9579 (an great compilation of fonts in motion)

  13. Nicole

    January 28, 2009 at 6:57 am

    RT @fontwerk Fonts Enhance Your Marketing: https://agentgenius.com/?p=9579

  14. Jim Whatley

    February 1, 2009 at 10:14 am

    WOW, I would never imagine you could triple the action out of words.
    1. the action of thinking
    2. the action on the video
    3. the action to get you to do something.

    Thank you, very well done. when I first started reading I wondered what could I get out of this, maybe learn a better way to choose a font, I love it when someone show me a different way to look at something. You have just educated a redneck. Pat your self on the back.

  15. RealEstate Babble

    June 20, 2009 at 5:14 pm

    AgentGenius: Fonts Enhance Your Marketing https://tinyurl.com/lkeyjn Full https://tinyurl.com/m3u3zu

  16. Real Estate Feeds

    June 20, 2009 at 5:33 pm

    Fonts Enhance Your Marketing: Originally published here on 01/25/2009:

    Typography as Art My affinity for typogr.. https://tinyurl.com/m3u3zu

  17. Brad Rachielles

    June 21, 2009 at 1:19 am

    I remember watching these the first time you presented this….. and I enjoyed it just as much this time, thanks

  18. Gwen Banta

    June 21, 2009 at 3:37 am

    Lani, proper handwriting used to be considered a sign of gentility, class and distinction. Today in the electronic age, this translates to fonts used in printed materials. Everyone should take your advice and be aware of the image one conveys with each font chosen for every piece of material marketed and every online site developed. Font can change a site from boring to bold – it’s another way to stand out in a crowd without dropping your trousers.

  19. Jason Sandquist

    June 22, 2009 at 10:45 am

    @LaniAR so you wouldn’t recommend Comic Sans for anything 😉

    @robhahn good find on presentationzen

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Macy's retail storefront, which may look different as they scale to smaller stores.

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Discussing including MLM experience on a resume.

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Spendesk showing off its company credit cards.

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