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Have you ever thought that there are more than 200,000 fonts in the world and every one of them expresses its own identity? That’s why one of the most important skills you can learn as a designer is how to choose a type to communicate correctly with users. Typography can make or break a design with its own beauty and complexity.
Today we will overview the meaning of typography, have a look at its importance for the brand’s design, determine the difference between font and typeface, and go through a 6-step guide on choosing the best font solution for your business.
Alexandra Murha
Operations Coordinator
Ensuring that operations processes in the Agency run smoothly, managing Marketing Associates, and coordinating weekly communication with Clients.
Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. It involves font style, appearance, and structure, which aims to elicit certain emotions and convey specific messages. Good typography will establish a strong visual hierarchy, provide a graphic balance to the website, and set the product’s overall tone, optimizing readability and accessibility.
Many people often confuse typefaces and fonts, treating them as synonymous. A typeface is a design style which comprises a myriad of characters of varying sizes and weight. Whereas a font is a graphical representation of text characters.
Put simply, a typeface is a family of related fonts, while fonts refer to the weights, widths, and styles that constitute a typeface. Typically, what we refer to as a font is actually a typeface. For example, Times New Roman, Helvetica, and Arial are not actually fonts—they’re typefaces. A font is just a more specific way of defining the kind of text you’re using. It hones in on both size and weight of a typeface.
Picking the right font is a crucial choice for your business. The layout and appearance of texts significantly affect the brand’s aesthetics, functionality, and readability. What’s more, a suitable font often translates into a higher conversion rate.
Selecting the best font for a website is not easy. Here is a 6 step guide you need to follow to ensure the best fonts for your brand:
Typography is a crucial part of your brand design. It has a huge impact on the success of your branding: building brand recognition, connecting with the audience, holding the attention of the readers, showing personality, and establishing mood and tone of the overall design. To choose the best fonts for your business, make sure you have a clear understanding of the differences between font and typeface, know your brand identity, take note of the brand fonts you admire, and do deep research on typography for businesses. Last but not least, narrow down your to a few fonts, ask your network what they think, and pick a versatile font to unleash your creativity.
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8+ years of experience
Feja is the Chief Happiness Officer & Supervisor of LKI Consulting whose main job is to bring happiness to our team and Clients.
Feja is a mix-breed rescue from “LESE” animal shelter, and she is one of the crucial team members of LKI Consulting.
At LKI Consulting she is responsible for supervising the whole team, asking for pets, and offering her unique perspective which usually ends in a game of ‘no-take, only throw’.
1+ year of experience
Alexandra Murha is the Operations Coordinator of LKI Consulting who ensures operations processes in the Agency run smoothly.
Currently, Alexandra assists the LKI Consulting team members with the management of daily operational activities, performing administrative tasks, and coordinating weekly communications with Clients.
At LKI Consulting, she is responsible for managing Marketing Associates, conducting research, and providing operational support across multiple Client initiatives.
8+ years of experience
Milda Vilkaitis is the Digital Strategist of LKI Consulting specializing in the digital marketing industry with an organic focus.
Currently, Milda disrupted the traditional SEO approach, and offered startups or established businesses custom-tailored experience that delivers long-term results.
At LKI Consulting she is responsible for helping businesses gain authority, and visibility, obtain a stronger market position in their industry, and ultimately generate new quality leads through the power of SEO (ASO included).
10+ years of experience
Akvile Mikalauskaite is the Art Director of LKI Consulting.
During the last 10 years, she directed 150+ design projects focusing on Fintech, Tech, and Web3 Clients, helping them with visual representation.
Akvile is the creative soul behind the greatest brand books that LKI Consulting has created.
10+ years of experience
Viktorija Domarkaite is a Creative Projects Manager of LKI Consulting. For the last 10+ years, she has managed the visual representation of B2B and B2C clients from 15 countries.
Currently, Viktorija has 300+ projects in her portfolio with specialization on Fintech, Crypto, and Advertising segments.
At LKI Consulting, she is responsible for turning our Client’s creative ideas into both functional and aesthetic web, UX/UI, graphic, and motion design aligned with the brand.
5+ years of experience
Maryna Barysheva is a COO of LKI Consulting specializing in deep tech, layer 1, Defi, and SaaS.
After working with blockchain projects from 15+ countries and managing marketing for Interactio – a 100-M valued B2B tech startup – she knows what it takes to develop a winning external communications, brand awareness, and global GTM strategy.
Maryna also frequently makes appearances on international panel discussions and delivers keynotes on the latest marketing trends. Apart from her public speaking engagements, she mentors young startup entrepreneurs on business development, operations, and growth.
15+ years of experience
Sarunas Papinigis is a partner of LKI Consulting who focuses on fintech and investment companies. He is responsible for developing marketing and communication strategies, market survey and data analytics.
During the last 10 years, he created and developed customer loyalty programs ranging between 1-20M members for top retail chains in Asia and Europe and generating 2-10% sales and profit uplift.
In previous 15 years, he worked in various sales positions in Coca-Cola, Nestle, Unilever and GSK while building the sales distribution from scratch.
8+ years of experience
Laura K. Inamedinova is a Founder & CEO of LKI Consulting who takes no bullshit attitude to business. Thanks to her exquisite data-driven strategies and fresh outlook on the Web3 space, she helped her Clients grow x10 and raise over $1B.
A former contributor of Forbes and Huffington Post, she has been recognized internationally among Top 10 Women Entrepreneur by Entrepreneur Magazine, HuffPost acclaimed PR expert, Top 10 Women in International Business by SiliconValleyTimes.
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