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The Art of Typography: The Aesthetic Importance of Choosing the Right Typeface

Typography The Aesthetic Importance of Choosing the Right Typeface

Outlining just how much the world has shifted from its axis in the last 5 years, the streaming giant Netflix garnered 8 nominations at the Oscar this year, with its documentary Icarus winning the prize for Best Documentary Feature, kicking off what is predicted to be an impressive year for the upstart company, merely a few months after being engulfed with scandal in one of their shows, House of Cards and its leading man, Kevin Spacey. That isn’t the only notable news coming from the American company though, just last month they announced a new original typeface named the Netflix sans, dropping off the Gotham font they’ve been using for years mainly because of two simple reasons. One, the cost of licensing the Gotham font has gotten expensive and using an original, in-house font is claimed to save the company millions per year. Two, as a company that interacts its customers through an online media, typeface is a critical part of its identity, following on the footsteps of major internet companies like Google, eBay and PayPal.

Typography is two-dimensional architecture

When it comes to web design, typeface is a small but crucial part of a company’s aesthetic, and the importance of picking the right one should never be underestimated. A good typography is like listening to quality ambient music; it whispers its good qualities without drawing unnecessary attention to itself instead of the quality content it was supposed to help focus on. It’s supposed to be subtle, unnoticed, inconspicuous and only appreciated by those of finer taste. If that sounds too hyperbolic and abstract for you, here are some valid reasons why you should consider typography:

  • It’s how you present yourself to your audience

Think of a typeface as a suit. You can always shop around to find one that fits with how you want to present yourself but nothing, and I mean absolutely nothing, could compete with going to a tailor and fashion a bespoke suit of your own. Of course, this doesn’t mean that you should go right ahead and design a typeface of your own as that’s actually quite a monumental task on its own but even when going with an off-the-shelf font, you still need to take extra care and consider how your audience is going to perceive you.

  • It’s how you convey your identity and personality

This ties in to the point above, just what kind of business you’re running on? What works for a law or an accounting firm might not work for an outerwear fashion company. A typeface should be able to convey the personality and identity behind the text. This project in designing typefaces based on musicians’ writing is a pretty good, albeit a very extreme example. Given that they’re based on an actual handwriting, the result is visually distinctive but obviously not very legible and balance should be struck between the two, which ties into my next point

  • It’s your main medium of communication

Obviously, this depends on what kind of business you’re running but it’s not a stretch to say that it’s statistically probable that your typeface is what your audience is going to spend most of their time on. Consider this when choosing your typeface, don’t just rush ahead and pick one that looks the nicest, also consider whether it’s comfortable to read for an extended period of time. Take a gander at Formula 1’s new corporate typeface for example. The one they used for the main body of text is fine but the lowercase font they use for the headline text is of a questionable nature, especially when it comes to the letter a and x. Position yourself in the shoes of your audience, it’s better to be legible than to be simply conspicuous. Remember, your typeface should work for you and draws attention to your content instead of the other way around.

  • It’s the most versatile part of your design

Your typeface should work everywhere, whether I’m reading in on the train to work, on my desk while on a break or lying in my bed before sleep. Apple’s bespoke San Fransisco font for example was designed to work across all of their devices, including desktop iMacs, living room Apple TVs and the Apple Watch on your wrist. With the way internet access has expanded across a variety of devices we never expected a decade ago, making sure your typeface works consistently across these devices is paramount. It helps create a harmonious ecosystem for your brand, which expresses professionalism

  • It’s how you set up an information hierarchy

Information hierarchy is how you categorize the blocks of text within your website according to their importance. The usage of placement, different font sizes, colors or even the type of font used and any combination of the four are usually used for this exact purpose. Again, using an example works best so go ahead and take a look at the tech blog The Verge’s website to see an example. As you can see, headline articles are placed right on top of the page with the titles colored in white while all of the titles for regular articles further down the page is colored in black. Additionally, the two most prominent headlines use a considerably larger font size to further catch the attention of readers and every single text for the writers’ name in the page is colored in a reddish hue for consistency. This is just one way of establishing a hierarchy; there are a lot of different examples out there. I suggest you experiment and take note of designs you’re fond off to figure out one that suits you.

Still, typography alone isn’t enough to define your aesthetics in web design. Together with the appropriate use of color palette and layout, typography makes up just one piece of the puzzle and that’s without going into the technicalities of site animations and the navigation of your website. The devil’s always in the details and sometimes, typography takes a backseat when compared to other most obvious parts of web design but just as how a simple felt-tipped pen enables astronaut Buzz Aldrin and Neil Armstrong from getting off the surface of the moon during the Apollo 11 mission, it’s usually the small things that make a big difference.

These Are Why Using Flash Might Not Work for Your SEO

These Are Why Using Flash Might Not Work for Your SEO

When it comes to business, people in the business world are aware that having a website is now more important than it looks. Not only will it drive more new potential customers, but also real paying customers as well. With a website, a business can be more recognised and easily found by the target market. In order to reach to the target market, many business owners are now aware of SEO’s influence in the world of business, because a business cannot be separated from SEO. Therefore, business people are inclined to use SEO services to reach to their target market and get more real paying customers. However, there are some websites that cannot work well with SEO because of its design and components. The most common one that cannot “get along well” with SEO is the use of flash in a website.

A website that uses flash might be the one that looks beautiful and once you find that kind of website, you will find yourself attached to it, because, who doesn’t love animation? After all, almost all of us prefer visuals, right? However, some of us might not know that flash doesn’t really work well with SEO. Why? Well, if you are a business owner who has a website that uses flash, this article will make you think twice. Keep reading to find out why!

Search engines don’t get along with flash

Websites that use flash are difficult to be crawled and indexed by search engines, because a website fully implemented in Flash is seen as a single file. Search engines just wouldn’t be able to direct visitors to the proper page within that file.

Flash doesn’t care about users’ needs

While the ground rules of marketing focus on users’ needs, Flash websites ignore the basic principle of that. For example, a website using automatic sound that appears without users’ consent will make them uncomfortable, especially if they are in a work environment when browsing the internet.

Flash doesn’t work on mobiles

Flash will be useless when you use a mobile phone. This would cause confusion to users, especially the important part of your website’s information requires them to work on flash in order to see that. Well, you should reconsider the fact that over 3.5 billion people use mobile phone for the internet use.

Poor usability

Even though your website’s appearance might be appealing and attractive to some people, in terms of usability, it simply won’t help users. They can’t identify links that they can click, it can’t be searched, so it’s difficult for them to hit a back button within Flash content, and it’s hard for them to bookmark anything beyond the home screen; moreover, it’s impossible to navigate on a touch screen.

That’s why Flash is not good for your website, especially for your SEO. If your website is not SEO friendly, not only is it hard for Google to read your website, it is also hard for users to stay on your website for long. This will hinder you from gaining more traffic and more real customers in the future. Do you have a website that needs to be polished beautifully without any bad impact to your website? Feel free to contact us now.

Down and Down We Go to the Rabbit Hole of Scrolling

Down and Down We Go to the Rabbit Hole of Scrolling

When it comes to web design, the seemingly never ending trends will always come up with new, “razzle-dazzle” things all rolled into one website. Well, we are all competing against the world, and in the business world, it is either go all-in, or not at all. Most business owners, following up with the trends, now realise the importance of having a website for their business. Now, “realising” alone is not enough. Just like the phrase “go all-in”, once someone has decided to have a website, they should pay attention to all the details that the website has got, especially the web design.

Now in the modern era, people in the business world are tripping to look for “the absolute” but “fresh and brand new” design for their website, hoping that their website could entice the visitors so that they could stay longer. One of the trends that have become the “it” stuff even until now is called scrolling. Back then we used to see “above the fold” when we didn’t have to go down to see all the content of a website, but now we scroll down and see more content below in a different way. Some people don’t know the real reason why scrolling became the trend, well, let us tell you why: Chartbeat, a content intelligence platform for publishers, analysed data from 2 billion visits, and found that 66% of user attention is spent below the fold. Now, don’t go into a serious case of sticker shock yet, because there’s more! It is also discovered that moving the call-to-action underneath the fold contributed to considerably higher conversion rates. Wow.

Well, since then, parallax scroll websites have been the “it”, providing User Experience (UX) and User Interface (UI) designers with some thrilling opportunities to absorb into story-telling, produce powerful visuals, and create a more interactive experience. With that in mind, in this article, we are going to elaborate more about scrolling in a web design; the long and the short of it.

Creativity made in visual

There’s more visual flexibility in parallax website design. Instead of focusing on block style information architecture, you can create refreshing and engaging visuals, such as animations or beautiful photography, that act as a continuum, that can excellently inspire users to scroll further down the page.

Story-telling opportunities          

If you want to tell a story with your product or service, long-scrolling serves its purpose well to a narrative and encourages meaningful interaction from users.

Simple interface for smart device users

Mobiles and tablets have evolved the way we engage in websites. It’s now more about scrolling, swiping and tapping, but less about clicking. Long-scrolling websites remove the barrier of complex navigation, providing a responsive, user-friendly experience for mobile users.

Direct messaging

Parallax website design is a great solution for us the not-so-time-efficient website browsers, as it makes businesses convey their message and vision evolved into one dynamic web design page.

Easier for users to realise their goal

Scrolling is so easy that it’s become an natural action, whereas clicking through to another page needs thought and motivation. A single page website enables users to find their purpose on the website quicker and without so much hassle.

With that in mind, now let’s go on to another section; the weaknesses.

You need to be search engine savvy

One of the biggest problems that parallax websites face is that they are not SEO friendly. Why? When you limit the number of pages on your website, Google has fewer pages to index and that can negatively impact your position on the search engine results page (SERP).

Slow loading time

50% of website users immediately leave the page if it hasn’t loaded in 3–5 seconds. Therefore, the higher the resolution imagery and animations you include on your website, the longer it takes to load the page.

Awkward navigation

With scrolling, users can’t hit the “back” button; therefore, they must scroll back up the page which can be frustrating for users who want to refer back to a certain element. An easy way to tackle this problem is to include top navigation and have each element anchored to a category or section.

That’s all you need to know about scrolling in web design. It is important for you to understand the first things about it because later if you need a web designer, you will already know what you need for your website and that won’t slow down the process when you consult to a web designer. If you haven’t found the right web designer yet, you can consult to us now.