Not Just a Pretty Face: Fonts bring feeling to your brand
While it is true that pretty is in the eye of the beholder, the wrong font is like nails-on-the-chalkboard to your brand. It just strikes the wrong note. It sends the wrong information. Most importantly, it does not prepare your target audience for how it feels to do business with your organization.
Why is that important?
So, there is purpose to the pretty. For example, if your business is in heavy equipment manufacturing, it would be incongruous to use a delicate font. If you offer soft services, your font should not be ultra heavy.
When you and your designer set the brand standards for use of fonts, consider:
Fonts have a big job to do and a vital role in the landscape of your brand. Do you feel me?
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