Why Your Font Choice Can Make or Break Your Consulting Website
Have you noticed how some of your favorite big brands change and evolve? I’ll find myself looking forward to what they’ll do next.
I love cars, and one thing I’ve noticed is that many of the top car brands are in a race to come out with the latest and greatest electric vehicle.
I’m also obsessed with all types of design, so the new sleek shapes have really caught my eye! I’ve even watched a few Youtube videos on the changes car manufacturers are making to simplify their designs and embrace elegant, curved edges.
But to my surprise, over the last few years, these companies have also simplified their logos and branding.
Their typefaces and fonts are getting sleeker and more refined too!
Of all the recent rebrands, Cadillac blew me away.
Like “WOW! This isn’t your granddaddy’s caddy!”
The commercials feature big text, bold colors, and sleek metallics. They’re a whole visual experience!
The website It’s Nice That featured the new Cadillac brand identity design.
“The new logo was rolled out in 2021 alongside its newest electric car. The monochromatic logo is sleeker, steely, and futuristic.”
The new brand identity by Mother Design includes new photography, color palette, and, of course, typography.
“The new typeface from Colophon Foundry – one which used to be a classy, hand-rendered-style serif – has, for example, now evolved into the “Cadillac Gothic,” a bold sans serif typeface, again a nod to the company’s future-driven rebrand.”
The article goes on to note that:
“…in the age of minimalism, Cadillac is only one of many brands to pursue a cleaner, simplistic visual identity. Volkswagen, Nissan, and BMW have all opted for sleeker designs to fit the growing neatness of what we might envision our tech-driven futures to be.”
As a consumer, I’m captivated by the modern shapes and elevated fonts.
But from a branding point of view, there are a few notes we can takeaway:
Design is a total package, and each detail can influence your client’s experience
The fonts you choose can significantly impact the way users perceive your brand
Choosing the right fonts can make or break your branding and website
Something seemingly as small as font selection can determine how your audience perceives you and your brand.
As a consultant, your website is often the first experience potential clients have with your brand. Like the big brands, you have to consider every detail of your brand and how it’ll impact your audience.
In this article, we'll look at the role of your fonts in your overall brand identity and tips on choosing the right fonts for your brand and website.
Don't underestimate the impact of your font selections! Read on to learn how to make the right choice for your consulting website.
The Role of Fonts in Brand Identity
When creating a brand identity for your consulting business, your font choice is more than just a design element; it reflects your brand’s voice, tone, and mood.
I like to think of fonts as having personalities.
When someone sends a message in all caps, they’re trying to make a bold statement that gets your attention, while an email in all lowercase letters can feel casual and personal.
Your brand fonts serve the same purpose!
The right font can help establish your business's voice and tone, conveying professionalism, elegance, or playfulness, among other traits.
For instance, if you want to create a modern look and feel, a sans-serif font might be the way to go. Sans-serif fonts are clean and straightforward, making them an excellent choice for consulting firms with a tech-savvy audience.
On the other hand, if your business is focused on business or financial consulting, a serif font may convey a more traditional, trustworthy, and credible image.
It's essential to choose a font that aligns with your business's values and style. Your fonts set the tone for your overall brand, content, and aesthetic design, so getting this wrong can lead to confusion and distrust from your audience.
Remember that your website's font selection should be consistent across all pages and branded materials, including marketing collateral, business cards, and social media accounts, and should look great on any medium.
Choosing the Right Web Design Fonts for Your Consulting Website
A well-designed website with well-chosen fonts conveys professionalism and attention to detail. It also makes your website more memorable, allowing visitors to think positively about your brand long after they leave your site.
Here are some tips to help you choose the right web design fonts:
1. CONSIDER THE MESSAGE YOU WANT TO CONVEY.
Is your business more formal or casual? Is it traditional or modern? Your font choice should align with your brand identity and overall website design. For example, if your site has a minimalist design, a clean and simple sans-serif font would be a good choice. To take it a step further, let’s say you’re in the healthcare industry. You may want to choose a font that is easy on the eyes and reflects a caring and empathetic tone.
2. PRIORITIZE READABILITY.
Choose fonts that are unique but still easy to read. Strive for a balance between creativity and readability. With that said, your font should be easy to read on different devices and screen sizes. Serif fonts can be more difficult to read on smaller screens, so a sans-serif font may be a better choice for smaller paragraph fonts. Additionally, avoid using too many different fonts on your website, as this can make it look cluttered and difficult to read. I recommend 2-3 main fonts and variations for your Squarespace website.
3. CONSIDER ACCESSIBILITY.
Make sure your font is legible for all users, including those with visual impairments. Use a font size of at least 16 pixels and create enough contrast between your font color and your website’s background color. ADA-compliant web design is crucial to consider when selecting your font.
According to SiteImprove, “The Americans with Disabilities Act (ADA) was instituted in 1990 in an effort to end discrimination based on differing abilities.” Primarily referred to in architecture and interior design, ADA is now becoming more widely recognized in the digital space. But with the growth of the internet over the last 20+ years, it’s still unclear what level of compliance websites should have legally. I believe it’s best practice to design your website in a way that’s accessible to everyone.
SiteImprove also has an ADA compliance checklist for websites you can use as a guideline. Example guidelines include adding “alt” tags on media files and maps, making sure your text content is structured using proper heading tags, and making your fonts accessible, legible, and easy to read. I encourage you to research and learn more about making your website ADA-compliant.
Choosing the right font for your website is crucial for establishing your brand identity. Your font choice can impact how you engage with your audience, and it should align with your company's values and style.
Your fonts set the tone
In the digital world, first impressions are everything. That's why your brand and website's font choice can make or break your success. By understanding the role fonts play in brand identity and choosing the right fonts, you can set your website apart from the competition.
So, give your fonts the attention they deserve! Take the time to find the perfect font, and remember that every detail matters when it comes to making a lasting impression.
Are you ready to elevate your website?
There are so many moving parts to developing an irresistible brand and website. To get you started, I've created a FREE GUIDE: 5 Strategies to Instantly Elevate Your Website, outlining my five design secrets to creating a magnetic website that connects, converts, and inspires. Let’s get started!
