Font

The font should be a neutral element in your advertisement. It is necessary for you, that readers were focused on your offer, instead of distracted on specificity of a tracing. The font should facilitate simply understanding of the offer readers who do not realise a set subtlety. They simply know, easily or not to read the advertisement. This important chapter offers the information on a font which you can use for increase удобочитаемости the advertisement. I firmly convinced that the first problem am understanding the reader of your advertising message.

Use a font in advertisements as an intermedium, instead of as a composite element. If you wish to penetrate thoroughly into a subject essence, there is a number of books which in details consider this theme. My purpose consists in generalisation of the important principles of use of a font. As the font is not the basic focus of the advertisement, it should be friendly and accessible, doing the advertisement "attractive". The font which you choose, causes certain feelings to your offer or your business in the reader. Radio - and TV advertising use speech quality for the message of individuality of the offer. In a print advertising individuality is informed by a font. It is important, that the font corresponded to essence of your business.

Font "accessible" to reading. In the same way, as your visual element draws attention of the reader, удобочитаемость a font as has to perception of your advertisement or pushes away.

The font helps to solve, you are pleasant to the reader or not. Your advertisements are in a competition to other advertising. As the font tells much about individuality and character of your offer, the friendly font raises chances of perusal of your announcement.

The font defines, what part of your advertisement will be read. The reader at first sight defines, it is how much easy to apprehend your message even if the advertisement speaks about much. The font, easy for an eye of the reader, will be read. The font which looks difficult for reading, will not be read.

The font defines, what part of your advertisement will be understood. With special effect it is more difficult to read difficult fonts and fonts, and consequently it is more difficult to understand. When interests of design of the advertisement prevail over interests instant удобочитаемости, the message becomes less remembered. What use in your offer if nobody can remember it?

Though there are cases when the advertisement breaks all rules and still succeeds, it is more safe to be mistaken in the maintenance of the advertising text, than in a font choice, especially in the newspaper. Eyes read all capital letters as separate letters, instead of as words. If headings from several words are executed by capital letters, it forces the reader to work. If readers have to work much, they, possibly, will jump to following heading or the advertisement.

Do not give in to temptation to carry out headings on the centre. Usually mixing of fonts also reduces читабельность. The distance between letters is called "кернинг". For increase удобочитаемости have words is more close to each other, so that they almost adjoined. Кернинг a font by default it is almost always good. The interval between lines is called "интерлиньяж" (line spacing). Automatic интерлиньяж it is most good in most cases.