Oh, We're Using Caps Lock?

Have you ever received a text message, e-mail or even letter (I know it’s 2022 but cut me some slack, I’ve been binge watching Bridgerton Season 2 on Netflix) and the sender makes the decision to use capital letters?

If you just had a physical reaction to that question, or a reaction at all, it is safe to say that you felt like that amazingly wonderful human was attempting to yell at you (how dare they!).

Believe it or not, that is a misuse in typography. One of the most forgotten, yet most important parts of digital branding.

Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing, and letter-spacing, as well as adjusting the space between pairs of letters. 

Just by using proper typography, it will give you the opportunity to portray your company culture and attract your ideal clients!

If you are as old as I am, you remember when Times New Roman was the go-to font for anything professional. I still have nightmares about being required to type all my papers in college using 12pt Times New Roman font, DOUBLE SPACED.

The font that businesses use to create content can say a lot about the tone of the company. For example, Arial, a very popularly used font is very symmetrical and clean which typically triggers readers to feel safe and organized when reading their content.

Another example is Comic Sans. Comic Sans is a popular font among companies that are not afraid to be more fun. It typically triggers readers to feel relaxed and comfortable.

Often, I find when I research my client’s online presence on various forms of communication, they are using one of the stock fonts that are given by default by the program such as Microsoft Word is Calibri or Microsoft Outlook which is Helevetica or Calibri.

If you are using stock font, you are not wrong, you are simply missing an opportunity to infuse your company’s vibe into your content.

I encourage you to take a moment this week to investigate what fonts you are using and consider what you feel when you see it. Ask yourself:

Is this font giving an accurate feeling of your company?

Do these fonts represent the heart and soul of your company?

Are you being honest about how your company operates through your font?

If you answer no to any of those questions, consider experimenting with some new fonts that give the feel that your company gives clients when they work with you.

It is NEVER not a good time to switch up your typography. After all, it’s the most forgotten part of Digital Brand Strategy so I can assure you, it will be an easy change to make!

Confession #3: My company fonts are Montserrat and Brittany.