Why Font Matters

It seems that fonts either get too much attention, or not enough. While the study of typography can be a very dull science for some, there is much impact that can be made through a sound understanding of type. But for those of you who don't care too much about devoting your life to studying letters (other than Paul's), I'll give you the most important piece of typographic knowledge that is forgotten much too often. It won't seem too profound until your next encounter with bad typography, but I promise you it is significant.

Pick a font that is readable.

I know, I know... "duh". Shockingly though, there are WAY to many businesses and organizations that simply fail to choose a font that is readable. Last night on the freeway, I was driving by a BMW that had a web address on it. Part of the address was legible, and peaked my interest. I wanted to know what this site was so I could find more.

Let's stop there for a second. The fact that a part of a website demanded enough of my attention to cause me to speed up to try to read the website is HUGE for any business or organization.

Now, the sad part. After 20 seconds of glancing over trying to read the web address, I gave up. That means I won't go on the site, nor will I ever have the chance to buy any of the products there. A lost sale. All because I couldn't read the font. Those meetings figuring out what products to sell, how to choose an effective web address that would capture people, and developing strategies for getting the word out were all a waste...because of a poor font choice.

I know this may sound like an over dramatic post, but it isn't. If you are promoting your church, but people can't read what you are saying, you will fail in getting your message out. It would be the same as preaching a sermon in a language that no one understands.

A quick way to check the readability of a font. You ready? This will be an earth shattering bit of info...Ask someone else. If the answer doesn't seem clear by asking those around you, drive to a nearby store and ask someone out front if they can read what it says. Obviously this only applies to fonts that are beyond your normal Arial or Times type fonts. Typically cursives have the most problems. Also, don't ask if people like the font, ask if they can read it. That is a subtle difference that I have learned changes the answer completely.

So once you have a message that is worth sharing, make sure you communicate it in a way that others can understand. Obviously everyone won't respond, but those that are interested will...because they could read it.