Typography: a vehicle for communication and emotion in digital marketing

Through our Digital Marketing Agency Optimize 360

In the world of digital marketingthe use of typography is of paramount importance.

It allows you to deliver a clear, hard-hitting message while arousing the emotions of the reader.

The choice of typefaces, shapes and colours all play a part in the success of a communication strategy.

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In this article, we'll find out what typography is, its history and what it means for digital marketing.


Definition of typography

The term typography refers to thethe art of designing and assembling printed type. It also encompasses the formatting of texts, whether through the choice of fonts, the spaces between them or the colours and sizes. It is essential to ensure that text content is as legible as possible.

The anatomy of a character

A typeface is made up of different parts that give the letter its distinctive character and style. These elements include

    • The body : This is the total height of the letter, including its upper and lower spaces.
    • The rising star: it represents the vertical part of a letter that extends beyond the basic body.
    • The descendant : the vertical part that protrudes below the basic body of letters such as g, j, p or y.
    • Wheelbase : These are the small horizontal or oblique extensions at the end of the ascenders and descenders.

These elements are all variables that can be used to create an infinite number of different combinations and typographic styles to meet the specific needs of each project.

The history of typography: from the invention of printing to the screen

The origins of typography date back to the early 15th century with the advent of printing in Europe. It is revolutionising the world of education and communication, by democratising the production and distribution of books through the use of mobile typefaces.

From the first typefaces to the innovations of the 21st century

The first typefaces took up the handwritten forms used by monks copyists. The choice of typefaces was guided more by beauty and legibility than by commercial effectiveness. Over time, typeface designers developed new styles in search of aesthetic appeal or impact on the reader.

    • The 16th century saw the birth of the Italic font, invented by the Venetian engraver and typographer Aldo Manuce.
    • The 18th century saw the emergence of Didot and Bodoni fonts, recognisable by their straight serifs.
    • In the 20th century, advertising gave rise to a growing number of typefaces with innovative designs, designed to capture the reader's attention.

Nowadays, typographic designs are created using computer-aided typography. adapted to digital media. The diversity of screens and resolutions presents typographers with new challenges, requiring precise attention to ergonomics and legibility.

The challenges of typography for digital marketing

Mastering typography is essential for designing effective, impactful content as part of a digital marketing strategy. It plays an active role in :

  • Creating a visual identity: to stand out from the countless digital requests, the use of specific fonts is essential.
  • Making content pleasant to read: some types of font are more suitable than others for comfortable, fast reading on screen.
  • To help you remember a message : letters and words can evoke emotions or recall cultural references.

What typeface should you choose for a digital marketing project?

The choice of typeface must be made with care, as it influences the perception of the message to be conveyed. A font can be chosen :

    • depending on the sector of activity (finance, crafts, leisure, etc.),
    • to influence tone and emotion,
    • taking into account the technical and ergonomic constraints specific to mobile devices.

It is also possible to call in a professionalA graphic designer or typographic designer will be able to guide you towards the best option for your specific needs.

The different types of policy: advantages and disadvantages

A distinction is generally made between four main font categorieseach with its own specific characteristics:

  1. Serif or Roman : These fonts can be recognised by their serifs, small strokes at the ends of the letters. They are traditionally associated with printing long texts, thanks to their legibility.
  2. Without serif : This type of font has no serifs, often making it easier to read on screen. They are particularly popular for short texts and headlines.
  3. Scripts : Imitating handwriting, these fonts are often more decorative and expressive. They can add a touch of originality or fantasy to a text.
  4. Fantasy and display : Designed to be eye-catchers, these fonts with their original shapes are generally intended to be used sparingly and for specific purposes.

To make a successful typographic choice in digital marketing, it is also important to strike a balance between aesthetics and legibility, while taking into account the diversity of reading media (computer, tablet, smartphone, etc.).


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