H2 tags are next in line, H3 tags, and so on. They are what your readers see when they skim the page to determine whether your content is worth their time. H1 tags have the highest priority, should contain the most important keywords, and highlight the topic of the article. Not only do headings tell the reader what’s important, but they also allow search engines to find the correct keywords. Web designers must use page titles, headings and other such elements in order to set a hierarchy and define relationships between various elements. Tony Haile of Chartbeat notes that websites only have about 15 seconds to capture someone's attention (1).īecause of this, the aesthetics of a website are key to a great user experience and making a lasting impression. When it comes to the web, the way text is presented is essential because readers want the information they're looking for as quickly as possible. There is not a clear direction for how this information should be read. There are too many different fonts, colors, and line heights, and with text scattered haphazardly throughout the whole ad, the reader doesn’t know where to begin.Īll of the text is emphasized, leaving the reader confused and uncertain of which part is the most important. The ad for Honey Boo Boo’s Christmas Drive is the epitome of bad typography. Bad Typography Honey Boo Boo's Christmas Drive The details are then laid out underneath the title, but are only presented after the title grabs the reader's attention. The large font is impactful, and the use of transparency makes certain letters more ambiguous, thereby highlighting the meaning of the ad. The contrast between the green background and the white lettering combined with the short, two to three word lines of text makes it easy to read. The above print ad is a great example of the power of typography. Typography influences how readers process information, and the most successful typography also engages the consumer.
Typography is important in advertising because it tells the consumer what they’re reading and why it’s important to them. In this article we will take a closer look at what makes some typography good, and other typography not so good.
Type must be readable and visually appealing. Things to consider when arranging typography in advertising is font, point size, color and line length. Check out our marketing case studies to get an idea of how we can help you. If you are reading this article, you might be wondering if hiring a branding design agency will help your business.
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