Product catalogs and other booklets are geared for one thing and one thing only: sales, and lots of them. Why not set your company’s products apart from the crowd by using a customized font in your headlines and subheads? A customized font can lend an air of uniqueness that grabs instant attention and conveys authority, which in turn drives sales.
Before you decide to create a custom font, here are a few things to keep in mind:
Be sure of your commitment
Once you have decided to use a custom font and have gone through the creation process, it might take some time before you can determine whether it is effective. A custom font is part of the branding process, so it will be on all of your catalogs and booklets for several months and potentially – if it hits the spot ? for many years. It’s important that you like the font from the get-go, or you will be reluctant to use it for any length of time.
Your custom font must represent your company
Why would you bother to make a custom font if it is not amazing? Matching a custom font to the mood, style and personality of your business is supremely important. The right fonts elicit emotions ? does your custom font express your business? Most people buy with emotion and justify with logic. Making use of that fact is just good business.
Enhance your catalogs and booklets, but don’t distract
Your customized font design should enhance your product catalogs and booklets. Make sure your custom font is easy to read and understand. A font that is too busy can actually make it harder to read, and your printed materials will have a better chance of ending up in the wastebasket. There is no need to customize every letter. Perhaps you can do something with all of the capitalized letters only; or make simple subtle tweaks to an existing font such as adding a tail to a Calibri font, which might be just what you need. Distracting your customers will make your product seem less useful to them and lower the chances of a sale.
Not every business should use customized fonts in their product catalogs and other booklets. Your company should evaluate whether there is a true need for one, carefully design the font, and be committed to using that font for at least six months to be sure if it is effective or not. Once the font is designed re-evaluate it. Does it show your personality? Is it bold? Does it enhance our products and help express your message? Do test readers respond well to it? If the answer to all of these questions is yes, then you have created the perfect custom font for your company. One of the hallmarks of a powerful customized font is that it is hardly noticed, yet easily recognized.