Let’s talk about custom fonts

Jerry
June 9, 2009

Custom fonts can play an influential role in your layout and overall design of a printed ad. The format the ad ultimately takes doesn't matter. You can stick a custom font in from time to time or place to place and add to the quality — and sales conversion — of anything you mail out.

There are a couple of things to consider about custom fonts, though:

Commitment

After you have decided to use a custom font and have gone through the creation process, you are going to have to commit to that font like a spouse. It will take at least six months to see if the font helps to convert sales or, at least, drive more inquiries your way. It will have to be in every piece of marketing material you mail in order to get an accurate idea of its effectiveness.

Does the font represent you?

Do you feel that this new font represents the image you want projected? Does it look amazing to you? Are you blown away? Would you buy from you? This is your best chance to show the personality and confidence of your business. Make sure your custom font touches the emotions involved in a sale.

Make sure the new font enhances your print materials. If it distracts from your message, you could see a decrease in sales and an increase in your material in the recycling bin.

A custom font is not for every business. You will need to evaluate many things before you bring a project like this online.

Do you use a custom font in your ad campaigns?

Jerry's picture

About Jerry Brisinger

I am the Marketing Director of a small media development company. We deal with hardware,software, and hard goods. As part owner of that company, I am able to see many of the true inner workings of the decision making process. Over my years in the marketing field I have striven to show simplify people's way of thinking on the subject. Many executives and small business owners try to over complicate the entire idea. They are wrong. In my posts I hope to show you what it is that I mean.

Anonymous's picture
January 07, 2016 03:21 am #

Jerry, what exactly is a custom font?

Jerry's picture
Jerry January 07, 2016 03:21 am #

Nemo,
A custom font can be something a simple as adding a slash through the capital letters in your advertising materials or as involved as you would like it to be. Remember not to distract from your message by making the print appear too complicated.

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