With the announcement that the National Weather Service (NWS) will now be able to use mixed-case lettering due to updated equipment, there has been a spark in the importance of typography treatment. In their April press release, the NWS explained the transition from the teleprinter which only accepted ALL CAPS to an advanced weather system which accepts mixed-case lettering. You’re probably asking, “why is this important and what does it have to do with marketing?!”
ALL CAPS has turned into the shouting joke! WHEN YOU READ IN ALL CAPS YOUR INSIDE VOICE IS PROBABLY SHOUTING RIGHT NOW!!
Typography treatment can be summed up with the example above. ALL CAPS is meant to be read with a sense of importance while mixed-case lettering is the accepted conversational tone.
Typography is the Key
When creating a website, one of the most important aspects of your brand, it’s important to understand how typography plays a role in the user experience. Viewers are more likely to click through and read content when it’s easy to find. There are a variety of typography treatment options to use to call attention to certain pieces of content. The treatment can range from bold letters, ALL CAPS, underlining, or even changing the color. If your menu features one of these treatments, it makes it easier to find it among the rest of the content on your website.
A visual hierarchy is created when the text on your website is treated differently and calls important links and menus to the user’s attention. Without varying typography treatments, everything looks the same and is hard to follow.
When thinking about your website’s content, keep in mind the most important aspects. You want them to stand out so your clients can easily navigate your content.
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