Promotional products retailer explains why fonts matter

September 18, 2020
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Clare Louise
Posted in Business
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Branding is crucial in today’s multi-channelled environment. When a company builds a brand, it is a short-hand way of customers instantly recognising that they will get the same standard of quality when they are buying a product or service.

Promotional products are one of the key marketing tactics any business can use to build brand recognition, even on a small budget and within tight deadlines. In addition to brand awareness and better sales, the advertising tactics can yield a better return on investment.

Studies indicate that the longer a promotional product is kept, the more impressions it makes on the recipient or anyone else that sees the person using the promotional product. And with almost nine out of 10 (87%) keeping a promotional item for more than a year, that creates a lot of opportunities to see!

Getting your brand identity right is imperative if you want to make a good first impression, especially when 66% of people say they recalled the brand on the promotional products they received within last 12 months.

Evidently, your company’s logo and the font you choose to use in your marketing can make a lasting impression in the business world. Typography is the style and way of presentation of the text in communication and anew study by promotional leaders 4imprint.co.uk reveals that different fonts have different meanings.

Topline stats from its new report include:

When Arial is used, it’s most likely to be of a serious and professional nature
Companies that use Times New Roman are likely to be ‘traditional’
Those that opt for Century Gothic are associated with academia
If your brand is a little extra, Pacificois maybe the typeface you use as it’sconsidered to be adventurous and extroverted, while individuals that opt for Rockwell are perceived as ambitious.

Four in ten of those surveyed (40%) added that ‘less is more effective’ when it comes to typeface styles.

When it comes to business logos, almost half (48%) of those surveyed said that wouldn’t buy a product or service from an organisation that used italics in its marketing or logos.

Are your fonts working? Click here to read the study on why typography is important in marketing.