Which Font To Use For Your Brand: Choosing The Best Font For Signs & Banners Posted on: April 11, 2018 by Shauna Let’s talk banner font. Ok, we admit, it may not be the most riveting of topics and it’s hardly likely to keep you awake at night, but it’s an important consideration nonetheless. When it comes to creating a pop up banner or sign for your business, or any form of marketing literature for that matter, the slightest detail can reflect on your brand. From the colours to the size, right down towhich font you use, every detail of your banner makes a statement about your business. Ultimately, a well-thought-out sign with effective typography fonts will invite positive attention, instil emotion and enforce brand identity.Deciding on a banner font doesn’t have to be a minefield though. Here at Express Exhibition Displays, we’ve put together some points for you to consider before choosing yours. Upper or lower-case lettering? Whether or not you use upper or lower-case lettering on your banner is an essential consideration. For instance, you wouldn’t start a word with lower casing and have the rest of the letters in upper case. Not only is this grammatically incorrect, it goes without saying that it probably won’t look very good or read in a legible manner.Indeed, legibility and readability are the most important concerns you should have when it comes to your banner font. In general, it is agreed that upper case is more difficult to read than lowercase text. Lowercase is also, generally, considered to project a more approachable and casual approach. Indeed, ALL UPPER CASE CAN SEEM A BIT SHOUTY and considering you want to entice customers (rather than scare them away), lowercase may be the better option! Serif or sans-serif? Ask a handful of creatives, and usually, they will have different ideas about whether serif or sans-serif is the ideal typeface. One thing they will agree on, though, is that it’s best to avoid overlycomplicated fonts for advertising. In general, you’ll find a serif font, such as Times Roman, is typically used in print publications, newspapers and books as they feature lots of text or copy. It usually has classic, formal and elegant connotations. Sans-serif, meanwhile, is often considered more modern and simple and includes a variety of widths and shapes. When it comes to signs and banners, sans-serif tends to be a more popular option. This is because it can lend well to minimal text and statements. Alternatively, serif fonts may be used on a sign, banner or display that contains a lot of copy – such as on an information display . One font or various fonts? In general, it’s best practice not to get too greedy with the banner fonts and to stick to one or two. As tempting as it may be to flood your banner with plenty of pretty prints and fonts, you run the risk of making your banner look cluttered and unprofessional. If you do decide to use various fonts, though, it’s worthwhile to use similar styles to keep the overall feel of the sign consistent. Font height & layout A combination of the weight, size, spacing, layout and height of your font can affect the readability of your banner or sign. Take some time to carefully scrutinise where you’ve placed words or whether effects such as bold or italics impact your banner or sign. Also, can your banner be read from far away? Are different sentences on the banner distinguishable from each other? Asking yourself these sorts of questions should help you to come to a definitive decision about your banner font. Colour combinations Finally, you should carefully consider the colour font you will use for your banner. You should be all the more careful if you decide to use more than one colour. While contrasting colours can certainly make an impact, a clash of colours might cause some headaches! Indeed, according to colour theory, there are certain criteria for creating harmonious colour combinations. White on black or black on white typically offers the best colour contrast. It’s also believed that colours produce different psychological effects. With this in mind, your banner font colour should definitely not be a haphazard or last-minute decision.