如何为您的营销选择合适的字体

您是否希望那是1960年代，并且您是麦迪逊大道蓬勃发展的创意总监？我们所有人的创造精神一次又一次地渴望过去的营销时代。

您知道，营销的时代是由巧妙的文案，巧妙的广告以及对最好的设计细节的关注。

作为入站营销人员，很容易陷入生产内容的永无止境的周期，跟上网络快速步伐的同时，同时失去了更精细的设计细节 - 跟踪，kerning和字母间距 -可以为我们的营销提供额外的波兰水平。

精心制作的版式有能力吸引注意力，灌输情感并加强您的品牌信息。为您的营销材料选择字体永远不要偶然 - 选择完美字体时有许多战略考虑因素。

1.传达您的品牌信息。

“Typography is like fashion, or furniture. With rare functional exceptions, the world doesn't需要新的服装或家具设计，但人们希望看起来与众不同，或者唤起特定的外观或适合特定外观，并且有趋势和样式。”

首先从想要的品牌声音听起来像什么以及组织的价值观。如果您是一家有趣的公司，请选择一bob全站app种有趣的字体来增强该个性。如果您想被视为现代和时尚，请选择支持美学的字体。

很容易说“选择反映您品牌的字体”，但是您可能仍然想知道如何将潜在字体的简短列表从可用的无尽选择中提炼出来。

尽管最终选择通常取决于设计的良好品味，并依赖于开发视觉身份的经验，但有一些简单的步骤可以帮助您磨练您品牌的完美字体。

2. Find inspiration and study the use of typography.

当涉及到版式的灵感时，这三个资源不断具有一流的版式：bob体育苹果系统下载安装

• dribbble.com
• typophile.tumblr.com
• welovetypography.com

Study the work of other designers and identify which elements of typography “work” for your brand. Scouring other designers work for inspiration is nothing to be ashamed of, even the most renowned designers and artists frequently draw inspiration from one another.

3.选择您的字体递送服务。

如果您打算在网络上始终使用品牌字体，则需要选择字体交付服务。Typekit，Google字体和Fonts.com往往是最常见的。这些基于订阅的服务使您可以访问大量字体，将字体传递到您的Web属性，并确保字体在每个Web浏览器和每个设备上都始终如一地呈现。

一旦你选择了字体tha送货服务t you will use, you can then begin to narrow down your selection of potential fonts from their library. Most of these services have convenient ways to filter fonts by typography characteristics, compare fonts side-by-side, and save your short listed fonts for review.

4.并排比较字体，看看感觉正确。

将选择范围缩小到潜在字体组合的简短列表后，创建一个比较所有选项的菜单卡。看到您的所有选项并排（无论是在屏幕上还是打印）可以帮助将一种组合与另一种组合进行比较，并在您的品牌上磨损完美的字体。

通过仅使用黑白的字体选择过程来进行操作有助于将选择集中在字体的属性上，而不是被颜色如何影响一种字体对另一种字体的吸引力进行误导。颜色对观众的心理和行为有重大影响。结果，选择字体和选择颜色是品牌设计过程中的两个独立步骤。

5.确定网站的视觉层次结构，以确定需要哪些字体。

对于许多设计场景，您将需要两种字体：一张标题字体和一张车身字体。这可能是两个字体重量，颜色变化或两个完全不同的字体系列的组合。

The goal is to create a visual hierarchy that allows viewers to quickly scan your marketing material, identify the most important elements, and understand how each element relates to the other components of the page or screen. This is particularly important for inbound marketers. Rather than meticulously reading every word on a page, website visitors often only scan the headlines and focus on what interests them the most.

6.选择字体以易读。

可读性是指设计字体的设计以及一个单独的角色如何与另一个角色区分开来。它还指定形状的定义良好。

Fonts that look great in headlines may not work as well for body copy. While there are some exceptions to the rule, when you are choosing fonts to be used specifically in headlines or body copy you can narrow it down based on the type of font face:

• 显示面are designed specifically to be used in large formats, such as in headlines.
• Text or body faces专门设计用于大型复制区域，旨在用于更长的阅读段落。

Another factor that contributes to a font’s legibility is the shape of the characters. You have likely heard the term serif, or sans-serif.

• 衬线字体从字母和符号的边缘有小的“脚”（衬线）尾巴。
• sans-serif字体没有从角落投射的小线条。

衬线字体通常更容易在印刷作品的身体副本中阅读，并且已经广泛使用了数十年，这有时可以给它们带来更经典的感觉。由于经常从Web内容查看的屏幕尺寸和分辨率，许多Web设计人员喜欢Sans Serif字体对Web。Sans Serif字体也很好地借鉴了当前的设计趋势和更现代的感觉。

7. Fine-tune your fonts for readability.

The legibility of a font contributes to its overall readability.Readability is about how groups of words are arranged on a page and how easy it is for the reader to scan the words and make sense of the content and the layout.

一旦知道了视觉层次结构并为不同的用例选择了标题和身体字体，就可以开始考虑它们如何影响可读性。排版的许多技术组成部分有助于字体的可读性，包括字体大小，字母间距，线高和段落间距。

8.选择合适的字体尺寸。

字体尺寸在很大程度上取决于屏幕或表面，该消息将显示在屏幕上。对于多行段落，您希望保持身体字体的大小限制为每行45-70个字符。

如果您的每行有70多个字符，那么读者将很累，每个人都会来回扫描，他们更有可能失去自己的位置。太短的线可能会导致尴尬的连字符断裂，或者，如果有理由，则是遍布段落的白色空间河流。

Read more about thishere。

9. Pay attention to line height and paragraph spacing.

Similar to font size, the spacing between each line of text can have a big impact on how easy your content is to read. The space between lines of text, known more formally as “leading”, should be at least the point size of type. Most digital designers favor a leading size of at least 150 percent of the text size.

读者不应该注意到线的高度或段落间距。精心设计的版式集中在功能上，该功能是传达消息。这并不是说您的文本的外观根本不应该有任何吸引力。它不应该是关注的焦点。

10.与您的优势相反。

It may sound obvious, but contrast is a major component of a font’s readability. Contrast is achieved by the use of space and color. Dark text on a pale background is favorably for blogs and books because it provides the viewer a better reading experience for longer blocks of text. Colored type should be reserved for headlines and display text.

11.测试设备之间的可读性和可读性。

Responsive web design brings an entirely new set of considerations for how typography is delivered consistently across multiple devices from small smartphone screens to 60-inch HD TVs.

To truly own the readability and experience for all of the users that view your website or interact with your marketing materials, you'll want to test your designs across the gamut of devices that your audience uses to consume your content.

不同元素的字体注意事项

主体文字

如果主体文本在16px时不易读，请增加字体尺寸，直到清晰或选择其他字体为止。一旦获得基线，您就可以确定网站上其他类型字体的字体大小：

次要身体文字

These are used to provide additional content in a de-emphasized way. They will often manifest 2 sizes smaller than the primary body text.

Headings

This font size will likely be one of the largest on your pages (if not这最大），用于召集部分标题或重要信息。标题字体尺寸将取决于您选择的字体面和字体重量，但通常从18px到36px不等。您也可能有多个尺寸和权重的标题（H1，H2，H3等）。坚持视觉层次结构时，请随时发挥创造力。

不同功能的字体注意事项

文本繁重的页面

Text-heavy pages (such as blogs) will require less flair than fonts fulfilling other types of functions. The goal is to provide a simple reading experience that emphasizes what they're reading rather than drawing attention to the fonts themselves.

Larger fonts are better here so that your audience isn't overwhelmed by a wall of tiny text they have to squint to read. Don't be shy about increasing your primary body font in cases like this.

Interaction-Heavy Pages

Landing pages, product pages, and other functions of a website are less rigid when it comes to text since they'll have more going on. You'll likely be more concerned with emphasizing certain elements of your copy (or even images) while de-emphasizing others.

因此，当您以有意的方式引导读者的眼睛周围的读者眼睛时，您可能最终会获得更大的字体尺寸，面部和颜色。返回您的设计层次结构，并根据您的策略实施。

While certain design principles are somewhat universal, it takes trial and error to put them into practice in a way that's functional and attractive for your brand.

编者注：该帖子最初于2014年2月发表，并已更新以进行全面性。