Be it attracting attention at a public event, or providing information about one’s business, corporate brochures can do it all. Brochures are versatile marketing material, and a number of rules apply to effectively designing it. Selecting the right font ensures maximum readability and visual appeal. Choosing the right printing company for brochure printing is also important. Read on for tips on choosing the right fonts for corporate brochures.
Select legible types
Choosing a certain font/typeface that you routinely use in a word processing program is not advisable. The primary requirement of a suitable font is readability, but it should also mirror the tone of the information being put across. Some legible fonts that you could use are:
- Century Expanded
- Century Schoolbook
Times New Roman is a commonly used type, but is not suitable for desktop publishing projects. This is because when emboldened or italicized, it loses legibility. If you are unsure about what fonts to use, consult your book printing company on the matter.
Consider font families
It is common in brochure printing to decide on a family of fonts for different elements of the brochure, namely, body text, captions, headlines, etc. Members of a font family are differently executed variations in type. The Helvetica family, for instance, includes:
- Helvetica Bold
- Helvetica Oblique
- Helvetica Bold Oblique
- Standard guidelines to follow
Referring to some good practices will help you with successful brochure printing.
For body text
The right size for body text is 12 pt. Makes sure that a line of body text is always longer than twice the font size. This will measured in picas, where 1 pica is equal to roughly 1/6 of an inch. Proper line spacing is a compulsory rule in book printing, and this should be around 120–130% of the font size.
For headline text
Generally, headline text should be set in 14 pt type in corporate brochures. It should not be too large since that could give the undesirable impression of filling up space. Lastly, remember not to exceed 10 words for headlines.
For caption text
The caption text is the most read part of a brochure after the cover text, and must be highly readable. Generally, captions would need a different typeface from the rest of the brochure. One good practice is to italicize them and hence vary their weight, instead of making them smaller.
What to avoid
- Avoid writing large bodies of text inside. Instead, use graphical elements like bullets to break the text up. Some other brochure printing don’ts to remember are:
- Don’t use more than 3 fonts in a brochure.
- Don’t use condensed serif typefaces or the text could look mashed together and illegible.
- Don’t fall for overtly elegant, or lacy typefaces like New Baskerville, Goudy Old Style, New Caledonia, Centaur, Adobe Garamond etc.
- Don’t use high contrast typefaces like Didot or Bodoni.
Even commonly used fonts like Helvetica and Arial can look awkward when reduced in size, since letters and numbers blend together.
To read our previous article, please click here.
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