You might have encountered the term "typography" used by creative professionals when designing your real estate company's website. Perhaps you've wondered, "Why do they invest so much time in this, and what's its significance?"
While typography may not be the most exciting subject, it plays a crucial role in enhancing the legibility of your website copy. The choice of font for your website can have a significant impact. Like colors, words, and image details, using the right type treatment and variety of typefaces is essential.
Typography is the art of arranging type to make written language visually appealing and easy to read. With technological advancements, we can now instantly enhance the visual impact of our real estate website copy. But how do we make the right choices? To better understand the branding, design, and production processes, it's important to have a basic understanding of typography.
These days the terms typeface and font are often interchangeable and misused.
Let's start by clarifying these terms:
- Typeface refers to the family
- Font refers to weight and style. For example, you may choose Helvetica as your typeface, but Helvetica Light is the font.
Serif Versus Sans Serif
Typefaces usually are most widely categorized as Serif and Sans-Serif.
- Serif fonts have decorative strokes at the end of the letter's stroke. Some examples of serif typefaces are Times New Roman, Baskerville, and Georgia.
- Sans-serif fonts do not have the decorative feature at the end of the stroke. Some famous examples of sans-serif typefaces are Helvetica, Arial, and Lucida Grande.
Serif fonts are easier to read in printed or hard copy material. The serifs make each letter shape more distinctive and make it easier for the reader's brain to recognize it quickly.
Typeface Best Practices
Avoid using too many at once when choosing typefaces for your real estate website copy. Typically, two contrasting typefaces are a good rule of thumb.
- For example, use Sans-serif for headers and Serif for body copy. Using more than two typefaces makes it hard for the reader. Too many fancy typefaces are overkill.
- When choosing typefaces for the web, use web-safe fonts, meaning a font that every user has installed in their browser. This ensures it will look the same for all viewers, no matter their browser.
- When choosing a font, test the performance on different screens.
Other Typography Considerations: Readability is Key
Other essential things to consider when making typography choices for your real estate website copy. Here are some helpful tips that will enable you to communicate more clearly with your designers or creative/marketing agency:
- Use Capital letters sparingly since the type set in all caps is hard to read.
- Some lowercase letters have ascenders, the upward vertical stem of the letter, and descenders, the downward vertical stem. This variation allows our brain to recognize words based on the smaller case letters' varied shapes.
- Because all caps make every word appear rectangular, your brain processes each letter to create the word. This does not mean never using all caps. Strategically use this treatment. For example, use for headings or essential pieces of information.
- Paragraphs in all caps are self-defeating because it's hard to read. You might need to catch up on important information.
- Paragraphs with bolded capital type only make it less readable. Call attention to important words or phrases in other ways, such as headings.
- When using capitals in specific cases, try not to use small caps. This also decreases the readability of the capital letters.
Typography, typeface, and fonts...these items seem straightforward but are deceptively complex. Their misuse can tremendously impact your real estate company's website copy, marketing materials, and communication efforts.
Typography uses for website copy, social media, and content
Typography can elevate more than just your website copy. It has the power to transform your social media presence and enhance the impact of your website content. When it comes to social media, typography plays a crucial role in capturing attention and conveying your brand message effectively.
Imagine scrolling through your Instagram feed and coming across a beautifully designed post with carefully chosen fonts. The typography alone can significantly affect how you perceive the post. It can make it more visually appealing, easier to read, and more engaging.
Whether it's a quote graphic, a promotional banner, or a simple caption, the right typography can help you stand out from the crowded social media landscape. You can create a cohesive and visually pleasing brand identity across all your social media platforms by selecting the appropriate typefaces and fonts.
In addition to social media, typography also has a significant impact on other website content. From blog posts to product descriptions, the way you present your written content can greatly affect how your audience perceives it. The right typography can make your content more readable, enjoyable, and memorable.
For example, using a legible font with appropriate line spacing and paragraph spacing can make your blog posts easier to read, keeping your readers engaged and encouraging them to stay on your website longer. On the other hand, using an overly decorative or hard-to-read font can lead to frustration and a higher bounce rate.
When it comes to typography for website content, consistency is key. Using the same typefaces and fonts throughout your website creates a cohesive and professional look. It helps build brand recognition and fosters a sense of trust with your audience.
So, whether you're designing your real estate company's website, creating social media graphics, or writing blog posts, don't underestimate the power of typography. Take the time to carefully choose the right typefaces and fonts that align with your brand identity and enhance the readability of your content. Your audience will appreciate the attention to detail, and your message will be communicated more effectively.
As you check out part two of this blog series on the complexities of typography, be sure to reach out to Illumine8 for additional feedback. Our team can help distinguish your real estate company's website, create processes to foster meaningful connections with leads, and cultivate your brand's online identity.