{"id":28655,"date":"2025-11-28T14:56:54","date_gmt":"2025-11-28T14:56:54","guid":{"rendered":"https:\/\/fabiohaagtype.com\/?p=28655"},"modified":"2025-11-28T14:56:56","modified_gmt":"2025-11-28T14:56:56","slug":"font-color","status":"publish","type":"post","link":"https:\/\/fabiohaagtype.com\/en\/font-color\/","title":{"rendered":"FONT > COLOR"},"content":{"rendered":"\n

If I told you that the font is more important than color in a visual identity, you\u2019d find it suspicious coming from a type designer, wouldn\u2019t you?<\/h4>\n\n\n\n

But what if it\u2019s a marketing professor, at the Cannes festival, backed by a study that analyzed 1,250 campaigns and data from 200,000 people?<\/p>\n\n\n\n

I didn\u2019t go to Cannes\u2014I watched it online, in the cold of South Brazil. I remember this talk was quite early, before 6 AM here. But when I heard that, I jumped of joy.<\/p>\n\n\n\n

Because the order of importance had always been: the brand design, the colors, and finally came the font. It was the last concern, since college days. For many, it still is.<\/p>\n\n\n\n

We know that the right font is critical to building a brand, but now we have data.<\/h4>\n\n\n\n

It\u2019s more effective than color at creating what in marketing is called fluency\u2014how easily and quickly people recognize a message as being from a particular brand.<\/p>\n\n\n\n

About the study<\/strong>
Who explained this at Cannes was Mark Ritson<\/a>, with quite comprehensive research<\/a> that analyzed the creative quality of ads, making correlations with the return on investment, using data from System1 and the Effie Awards.<\/p>\n\n\n\n

He listed the impact that each type of brand asset has on generating fluency\/brand recognition:<\/p>\n\n\n

\n
\"\"
Mark Ritson at Cannes Lions, 2025<\/em><\/a><\/figcaption><\/figure>\n<\/div>\n\n
\n
\"\"
The Creative Dividend<\/em><\/a><\/figcaption><\/figure>\n<\/div>\n\n\n


And there it is, the font ahead of colors.<\/p>\n\n\n\n

Typography can multiply the effectiveness of investment by 60%.<\/p>\n\n\n\n

It\u2019s more effective than putting a celebrity in the campaign (before hiring a celebrity, hire a type designer!).<\/p>\n\n\n\n

Why the font wins<\/strong>
The font is even more important than the brand design itself, and here\u2019s why the study found that: they analyzed commercials, both from TV and online. The brand either appears only at the end of the video or, if during the video, it appears very small in a corner. The font, however, appears in every written message\u2014it\u2019s the clothing that all words wear; it carries the brand in every word that appears anywhere in the video. It generates faster recognition.<\/p>\n\n\n\n

But not just any font<\/strong>
I\u2019ll make a caveat here: it\u2019s not enough to use Roboto and think it will generate brand recognition. And I\u2019m sure Mark agrees, because he talks a lot about the importance of brand asset distinction.<\/p>\n\n\n\n

It needs to be a typeface with a very proprietary look that isn\u2019t being used by everyone. Or at least not in your category.<\/h4>\n\n\n\n

Large brands commission custom and exclusive fonts, but there are also retail fonts that are different, that aren\u2019t on Adobe, MyFonts, or anywhere else everyone looks: fonts that are only on independent foundries\u2019 websites.<\/p>\n\n\n\n

Download one of ours<\/a> to try on your next project.<\/p>\n\n\n\n

Even before thinking about colors.<\/p>\n\n\n\n

Fabio Haag<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

If I told you that the font is more important than color in a visual identity, you\u2019d find it suspicious coming from a type designer, wouldn\u2019t you? But what if it\u2019s a marketing professor, at the Cannes festival, backed by a study that analyzed 1,250 campaigns and data from 200,000 people? I didn\u2019t go to […]<\/p>\n","protected":false},"author":2,"featured_media":28653,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[115,97],"tags":[],"class_list":["post-28655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-ideas"],"acf":[],"yoast_head":"\nFONT > COLOR - Fabio Haag Type<\/title>\n<meta name=\"description\" content=\"If I told you that the font is more important than color in a visual identity, you\u2019d find it suspicious coming from a type designer, wouldn\u2019t you?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fabiohaagtype.com\/en\/font-color\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FONT > COLOR - 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