4 reasons font matters in communication

Credibility is essential to effective messaging. Avoid turning your 14-karat copy into fool’s gold with a whimsical typeface.

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What we say and how we say it has a major impact on our audience’s response. On a subliminal level, so does font.

Typeface, color, weight and point size are not just aesthetic factors. They make deep-seated psychological impressions on how people read, comprehend and judge your content.

With consumer skepticism at an all-time high, professionals in all branches of marketing must design their messaging more carefully than ever.

According to a study by Insights in Marketing, 74 percent of people believe ad content is untrustworthy, and 69 percent are skeptical of the information relayed about products, which raises concerns about increases in ad spending by billions year after year.

To counter this and to increase consumer confidence, businesses must be detail-focused when creating content by using every tool available to win over customers.

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