Aaaaaaand we’re back with another imPress blog post! This week, we had a tough time deciding whether to write about Betty White or pogs, so after much deliberation we decided to keep going with the whole font thing from last week.

In case you missed it, we toldja in our last post about the dangers of ultra fancy or crazy fonts. And we ever-so-eloquently explained why easy-to-read fonts are the way to go when it comes to marketing copy.

And just when you were about to retire old Monotype Corsiva once and for all, we’re here this week to let you know that, actually, you might not have to.

Fancy Fonts for Fancy Products

Although the lovely curly fonts can be trouble for regular marketing copy, there are cases where they can work wonders.

Have a look at this article by Roger Dooley. It’s a follow-up to the article we referenced last week, and we’re totally in agreement with what he has to say this time around as well. This whole font selection thing is trickier than you’d think. While plain, straightforward fonts are the best choice in the majority of situations, the fancy font factor can add some perceived value to higher end products.

It does make a lot of sense, if you take a minute to think about it. Last week we were saying that people tend to view a task as more difficult if it’s explained in a complicated font. In most cases, the purpose of marketing materials is to try to convince people to do things, so the idea of “difficulty” is something we want to avoid.

But for high-end products, the idea of “difficulty” can be just the idea we’re trying to get across. Let’s say you run a photography studio. When you’re describing your wedding packages, you want your audience to understand that taking these photos requires a lot of skill, and at the same time you want to show the couple that the end products they are receiving are worth their investment. You can accomplish both of these things by slowing your audience down with a fancy font. (Not to mention that the font will give your brochure that elegant wedding feel at the same time!)

Where to Go From Here

So which font is right for your marketing materials? Should your customers to speed-read and take action or savor each word and bask in the complexity? That’s where we come in. We’d love to design some marketing materials with fonts that will suit your business best. We’ll walk you through the whole font choice labyrinth and guide you to fonts that will do the best job for you.

And when we’re done talking fonts, we can certainly play pogs or talk about Betty White, if you’re so inclined.