Typography is a fundamental element in advertising that goes beyond the words themselves. The fonts you choose for your ad campaigns can convey emotions, establish brand identity, and influence consumer perception.

There’s a reason why we all joke about Comic Sans — we associate it with a sort of child-like immaturity. There’s also a reason why Times New Roman has been the standard for academic papers for decades — it’s clean cut yet elevated and bookish. 

Fonts carry connotations and can even conjure up feelings just as advertising appeals like fear, rationality, and sexuality do. You wouldn’t launch an anti-smoking PSA with bubble letters or an ad for a new tech company with stylized cursive. All of this is to say: how you write the message can be as important as the message itself.

In this post, we’re covering typography in advertising. Here’s what we’ll include:

• What is typography?
• Why topography in advertising is important
• How to choose the right font for your ad
• Get creative ad design support from Alluvit Media

What Is Typography?

Typography refers to the art and technique of arranging type to make written language legible, readable, and visually appealing when displayed. It involves selecting typefaces, point sizes, line lengths, spacing, and the overall layout of letters and words. 

In advertising, typography is a key design element that can influence how a message is received, perceived, and remembered by an audience.

5 Reasons Why Typography in Advertising Is Important

1. Typography Shapes Brand Perception

Typography is often the first visual impression of your brand. Fonts evoke different feelings and associations, meaning the same message can be interpreted in multiple ways depending on the font style used. For example, a bold, modern sans-serif (without extra strokes) font may convey confidence and innovation, while a delicate serif (slight stroke finishing off a letter) font could evoke sophistication and tradition. The emotional undertones of typography contribute to the overall message, ensuring your audience understands the tone you want to set​.

2. Fonts Influence Consumer Trust

Fonts have an innate ability to build or diminish trust — and fostering trust in your brand is perhaps the most important key to success. Choosing the wrong typography can create a sense of dissonance between what a brand says and how it is visually perceived. 

For instance, financial institutions often avoid playful fonts like Comic Sans because they don’t align with the professionalism expected from such institutions. In contrast, using a clean and structured typeface reinforces trust​.

3. Typography and Readability

Legibility is essential in advertising, as it directly affects how your audience interacts with the message. It’s also a crucial element of accessibility as certain fonts can be difficult to decipher by people with visual impairments or individuals with reading challenges like dyslexia. 

A font that is difficult to read, either due to size, spacing, or style, can result in a message being ignored or misunderstood. This, in turn, can lead to negative associations with your brand. However, a well-chosen font enhances readability and helps guide the viewer’s eye through your advertisement in a logical and engaging way​.

4. Fonts Create Emotional Connections

Typography in advertising can evoke nostalgia or play on the emotional associations of your target audience. Vintage typography styles are experiencing a resurgence in popularity as they connect consumers with memories of the past — enhancing brand perception and even driving consumer decisions by making them feel safe and familiar with the product​.

This tactic has been used effectively in recent advertising campaigns where fonts from the 1980s and 1990s are revived to tap into consumer nostalgia.

5. Cultural Associations of Fonts

Typography doesn’t exist in isolation; fonts carry cultural and historical connotations. For example, calligraphy or cursive fonts might be associated with luxury or formal events, while minimalist, sans-serif fonts are often tied to modernism and simplicity. Understanding these cultural associations is key to selecting advertising typography that aligns with your brand’s identity and messaging​.

How to Choose the Right Font for Your Ad

Selecting the right font for your advertising campaign requires a balance between aesthetics, readability, and emotional impact. Here are key factors to consider for creating an effective ad in terms of typography:

Understand Your Brand’s Personality: Fonts carry personality traits. A modern, sans-serif font may work well for a tech startup, while a script or serif font may be better for luxury or traditional brands. Align the font choice with the emotions and values your brand represents.

Prioritize Readability: No matter how stylish, a font should always be legible, especially in ad formats where readers have just seconds to absorb the message. Choose a clean, easy-to-read typeface and ensure there is enough contrast between the text and background. You should also consider the spacing between characters (known as kerning) as this can affect readability.

Consider Hierarchy and Versatility: Different elements of your ad will require different emphasis. Use bold or larger fonts for headlines and simpler, lighter fonts for body text. The chosen typeface should also work well across different formats, from digital screens to printed materials​. 

Combining fonts is a common practice — especially in print/digital creatives. Doing so places different emphasis on different areas of the text and can also dictate the order in which viewers read your material. 

Need Creative Ad Design Support? Launch With Alluvit Media

Choosing the right typography for your advertising campaign can significantly impact how your brand is perceived and how effectively your message resonates with your audience. Typography does more than just display text — it builds trust, communicates emotion, and creates memorable brand experiences. 

The good news is that you don’t have to go at it alone! When you partner with Alluvit Media for your outdoor advertising campaign, you can take advantage of our in-house graphic design services at no additional cost. We’ll help ensure that your ad communicates your brand effectively. Fill out the short form on our website to get started.