When marketing, whether online or offline, type settings is something that most amateur designers are bound to overlook. However, if you think that the art of typography is lucid then you are definitely going the wrong way. Typography is way more than setting a font, tweaking with the size and deciding the colour. Your message is at the end of the day conveyed by words, and if your words are erroneous then it will not be an effective marketing technique at all.
Despite being seemingly harmless, there are certain typographical errors that designers often make rendering the entire process of flyer, poster, business card or brochure printing useless. However, if kept under consideration, these mistakes will not slip into your work. Here are some of the mistakes that you can keep in check when designing.
Cluttered lines and paragraphs
Leading or line spacing is the gap between two lines of a written material. If the gap is not sufficient, the paragraphs tend to look cluttered and bunched up. Cluttered paragraphs are a big turn off if you are looking forward to allure your customers into your business. You may be low on investment and are looking for cheap printing options but that does not mean that you have to compromise on the quality of your work. Something as simple as adequate spacing between your texts can make a better and more attractive impression on your customers.
Space it properly
Brochure printing, card printing and flyer printing all have to abide by a size constraint when you have to put your message to words. Often designers try to adjust the density of words in a single line by a method called tracking. Tracking basically adds spaces across the length of a word to make it fit in a line. A certain amount of tracking gives uniformity to the paragraphs, however too much tracking can make your sentence illegible or at least quite difficult to read. It is usually a good idea to leave the tracking to its default value for the font, but adjustments are necessary in case of headline.
While tracking determines the character density in the entire length of a sentence, kerning determines the space between two consecutive letters of a word. Tracking and kerning combined can make a substantial difference in the aesthetics of your print, therefore it is important to adjust the same very carefully.
Don’t confuse the reader
One of the key mistakes newbie designers are prone to make is to use too many fonts and weights in a piece of text. However, multiple designs tend to confuse and unsettle the reader, thereby distracting them from the main theme or message. Restrict your font to 3 unless necessary.
Middle child syndrome
It is quite tempting for designers to centre align the texts because it seems like the right thing to do. But centrally aligned text can look bunched up in brochure printing.
Keep these mistakes in mind and upgrade your cheap printing to state of the art marketing items. You can seek the help of an established printing agency for exceptional results.