We are bored of Helvetica. It is a fact. You can’t deny that we’ve seen a lot of this font over the years. Likewise with Futura, Humanist, Garamond, Baskerville, Swiss, Trajan, the list goes on. As beautifully crafted as these classic typefaces are, there seems to be a growing movement and craving for more choice and options in the way we execute typography.
The internet has embraced the change and we are no longer restricted to using web-safe fonts on our websites like Times, Arial and Tahoma. There is a whole world of font options out there and slowly but surely, we are starting to explore it. Adobe offers Typekit to subscribers, giving a huge range of contemporary type options to designers, creatives and developers to wow clients with.
Typography is an art form often overlooked by the general public. It is something that has evolved with the times in terms of font style, construction, volume of weights and execution in design. The topic is fascinating for designers and marketers alike but the vast majority of people are blissfully unaware of the level a craftsmanship that goes into designing and creating a typeface. Below are some links to some interesting typographic books for further reading on this topic.
I challenge you to look for and use bolder, brighter and braver typography in your marketing materials this year and break the chains of conformity! Be disruptive with your fonts and allow your designer to go a little bit crazy! They’ll love you for it and you’ll reap the benefits from a better, more creatively engaging design.
Check out some of these disruptive font choices and packaging design layouts for Sock Academy…