Elemis are targeting millennials with a campaign that includes lots of video and Insta Stories and they’ve cleverly included the stories on their website home page.[Read more…] about LOVE Elemis Superfood Skincare Campaign
Setting colour aside, do you know what your font says about your company? Fonts can have a gender bias, an age slant and tone of voice.
A font can have tone of voice, I hear you say? Definitely. There are big shouty salesy fonts, clean clear professional fonts and friendly approachable fonts – here are just a few examples of fonts that are similar to well known brand logos – can you recognise them?
Loud fonts that sell products:
Clean clear professional fonts:
Friendly, approachable fonts:
Fonts for body copy
For corporate branding you not only need a font for your logo but you need a compatible heading & body font to carry through all of your marketing materials (and ideally every document that is generated by the company) to keep branding consistent.
Here the choice can be restricted by the output; for the website you can use a web-safe font or you will need a web font service like Google Fonts or Typekit to render the fonts correctly across visitor’s browsers.
For print purposes, it can be better to choose a font that is designed specifically for print, like Times New Roman or Garamond, Verdana and Helvetica (the latter, incidentally, look great onscreen too though any designer will groan inwardly when you recommend them).
Serif or sans-serif? The choice is yours
From a branding standpoint, the choice between a serif and sans-serif font can be straightforward but there is another consideration; legibility. On which font type is more legible onscreen, the research sits on the fence. It could be down to personal preference.
Legibility research is inconclusive as to whether serif fonts are truly better than sans serif.” – Nielsen Norman Group
Ideal font size
A more important choice in my opinion is what size fonts you are going to use. I am a big fan of clear type – although I have the best eyesight of any of my family members, I am fully aware of how difficult it can be for them to read text onscreen or off.
Regular print is 10-12 points in text documents, according to RNIB, but I have seen designers go right down to 8 or even 6 points for small print – and I’ve watched many a customer squint to read it!
One of my favourite copywriting gurus is D Bnonn Tennant and he suggests a minimum 16 pixels for online body copy.
I know what you’re thinking. “Did he just say 16 pixels? For body copy? Obnoxiously big! 12 pixels is ideal for most websites.” I’d like to persuade you otherwise…..” – D Bnonn Tennant
Of course, there are other considerations when writing, particularly online, like line spacing, paragraphs and headings, but my gut feeling is ‘why make it difficult for your customers to read your text?!’ What kind of message does that send to your customer?
Choosing the images to go with your company page on Facebook or Twitter profiles are key to how you want to be seen by your customer. One really good image can say what you do or what type of company you are in seconds, keeping potential customers on your profile for long enough for them to get to know more.
Beware the stock photo!
Stock photos are all very good and have a certain value but they need to be very carefully chosen so that they do not look like the awful corporate images seen everywhere. Here is an amusing article about how cheesy stock photos might work for once: https://www.entrepreneur.com/article/243613 (to promote the Unfinished Business launch).
Which social media channel do you use? Do you know why? Have you looked into whether the channel you are using suits your business or your target demographic and their buying habits or do you “have a Facebook page because everyone has one”?
Different social media sites for everyone
Different social media channels attract different generations, genders, financials and personalities. Do you know which is which? Want to find out more?
There’s a problem with my website – this image isn’t showing.
My images don’t look right, what’s wrong?
I have spent a great deal of time over the years troubleshooting image uploads on websites. Sometimes, the issue is caused by the file name; the file has been uploaded with a space so it has been substituted with a %20 and file%20name.jpg can’t be found so no image displays. Or the image has been given a name with a foreign character in it, an accent on an e or a non-alphanumeric character like the apostrophe.
Image file formats
Some content management systems can only accept a certain format of file, so that .psd, .ai, .eps or .tif that your print designer sent you can’t be uploaded to the website because it can’t process them. Usually this can be solved by saving into a standard jpg (joint photographic experts group), one of the most common file extensions on the web. Other acceptable files are gif (graphics interchange format) or png (portable network graphic).
However, customers are often surprised to find that saving a file to jpg doesn’t automatically mean compatibility with the browser as jpg files can be saved in CMYK colours and still cause issues on the web. Four colour or cyan, magenta, yellow and black (CMYK) are the colours used by standard printers and printing presses. Websites render colours in red, green and blue (R,G,B) or hexadecimal colours, so the colours often look wildly different when uploaded to a website screen.
Two of my customers, reasonably sized companies turnover in the millions, have no marketing plan, nor any kind of digital strategy that I have been able to unearth. Maybe it’s because they also don’t have a marketing manager, like a lot of businesses*?
They do a bit of this with this company and so and so looks after their website. Anyways, they “pay an agency to look after our SEO” and they don’t really think they need anything else, but they are both about to launch new websites… hmm, can anyone see the fault in the logic?
Paying over the odds for the black art of SEO
Both customers, when asked what the agency is doing for them, can’t answer the question. Now whether that is because I’m not asking the right person and someone else in the organisation knows what they do, I don’t know, but I figure the person who commissions the website should have some idea, surely?
Or whether that’s because the agency do reports (I hear of a lot that don’t, unless they are asked) and the business owner doesn’t understand them – well, I see that as the fault of the agency too – they need to explain what they are doing and what ROI it is bringing back for the money spent. At least that’s my theory.
* By my figuring from the labour force survey 2011 and the business population estimate 2013