Are you Sending the Right Message? – Typography Part 2

by Content Solutions on September 16, 2010

In my last typography post I discussed how the typography, or font, of a message can influence preconceived notions of that product or image. We looked at how changing the typography of a project can change the message or image a business or product sends. This time I want to look at how picking a font or type can influence the audience that is more likely to be attracted to your product or business.

Targeting the Audience

When considering what type to choose for a project, it is important to consider your audience.  Who are you targeting?  Is your audience a narrow field or a wider one? Some particular fonts are more geared toward attracting one particular audience over another.


In some cases it’s very obvious that marketing is aimed at a particular gender.  Take the following sign for example:

Here we have a playful type in pink that includes a graphic of a purple flower. It’s quite evident that the targeted audience is female, and most likely young females. The type plays into what would attract young girls who enjoy things pink and pretty.

Then there’s this example. If  you take a look at the logos and signs of retailers catering only to the male gender, you will find more signs that are all capitals of a type that is bold. This seems to be the norm when aiming to attract the male population.


Another factor to consider is the age range of the audience. Are you targeting a wide age range of customers, or a particular demographic, such as young adults 18-29. In the case of wide age range, it is important to consider a type that will appeal to a broad audience. Something simple to read by any age person and familiar.  For example: 

However, let’s say your company markets to the 18-29 age range of customers. Which font below do you think attracts the younger crowd?

If you chose the first font you would be right. A younger audience is attracted to a more creative or artistic type than a plainer type. That’s why this store chose such an artistic font as their logo:


Another common factor considered when choosing a type is what price range the product or market falls into. If you are marketing to a more affluent audience you would use a type that portrays elegance or luxury, such as a serif font that might be a script. Everyday products that want to appeal to all audience brackets tend to use more standard fonts that are bold.  A good example would be the caviar container versus the peanut butter jar.

Of course, there are many other demographics to be considered when choosing a typeface for your product or market. The ones mentioned above are just a few. It is a crucial step in the design process to consider the audience that you are trying to attract. Whether it’s businessmen or housewives, your audience’s perceptions always play a key role in how to choose the right typeface to market your product.

In my next post we will look at the final aspect of readability and legibility and how that plays a role in how your users can access your product, as well as how that fits the purpose of your marketing campaign.

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