Top Tips from Our Landing Page Designer

A picture is worth a thousand words is an old recognizable saying. Many ideas, sentences and even feelings can be formed by examining a single image. But could someone say the same about a font? 

The answer is a resounding yes!

Aesthetic fonts are used in marketing and have a remarkable psychological effect on the brain. Here, we’ll discuss exactly what we mean by that and how that may influence your website design choices. 

The Perception Of Aesthetic Fonts 

Let’s think back a moment to a large brand we’ve all grown up with: Disney.

It’s argued Walt Disney doesn’t have an easy-to-read brand name. The “D” and the “Y” both appear to be different letters (a reverse G and a handwritten P respectively). However, this proves the substance of a font is more significant than its legibility. 

So why may you ask does Walt Disney advertise to children with overly complicated, difficult-to-read script font? This leads to the design theory known as the Gestalt Principles of Design. Essentially, similar to a movie marquee with lights, a person perceives the sum of a design as being greater than its parts. As such, it appears lights travel along a theatre display marquee although the lightbulbs are merely sitting in place and are timed to illuminate. 

Are children reading each letter of the aesthetic font of Disney? No. They look at the entire word as a whole and place meaning behind it. Meaning such as curiosity, adventure, laughter, family, nostalgia and other emotional values we hold dear. 

Using The Correct Aesthetic Font For My Marketing

Any font style is broken into 2 meanings: 

• Visual Language: The meaning that is perceived visually by the typeface.
• Verbal Language: What the words typed mean. 

These two meanings support one another while creating marketing copywriting and messages. Below, we’ll break down an introduction to some basic font styles and how they are perceived by society. 

Serif

Serifs are aesthetic fonts embodied in tradition and heritage. While reading serif fonts, audiences feel that the writer is traditional, reliable, practical, and respectable. The readers feel comforted as these fonts are easy on the eyes and are commonly used in printed materials, titles logos, and some website text bodies. Examples include Georgia, Times, and Baskerville.

Sans Serif

The mood emitted from sans serif fonts is straightforward. To readers, sans serifs are clean, simplistic and modern. Brands who use these fonts generally speak for themselves, are objective and have nothing to hide behind. 

At our agency, we find sans serifs are the most legible and are commonly the best for website design. Great examples are Product Sans, Futura, and Helvetica. 

Script 

The graceful script fonts are pleasing when your brand emits elegance and affection. Scripts are fittingly found on Valentine’s Day cards in stores (Scripts are also called handwritten fonts for a good reason). Wedding products and services especially use Script as an aesthetic font for invitation cards or even for wedding planners. They give off warm, delicate personalized and even expensive characteristics. Beautiful Script fonts include Buttermilk, Edwardian, and Snell Roundhand. 

Make sure to check out our other blog for more advice on selecting the correct fonts.

Which Aesthetic Font Should I Use For My Company?

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Ask yourself, what does your company want to communicate to your target audiences? It’s important to come up with a list of brand personality traits for your company before selecting your font style. Here is a list of questions you can answer to help you decide which aesthetic font to select. 

• What message are you conveying?
• How do you want your brand/copywriting to come across? Formal, colloquial, straightforward, trustworthy, graceful etc.
• What emotions do you want your reader to feel?
• What’s the goal of your writing message? Is it leading to a sale or to informing your audience? 

Trust A Webflow Agency To Get Your Aesthetic Font Design Correct The First Time

You may still be having some trouble selecting a font. Not to worry - we get it - there are an overwhelming number of options. That’s why at Choquer Creative, we offer competitive website packages for enterprises of various sizes to benefit from a newly designed website. 

If you’re looking for some examples of what websites our team has worked on, we’re proud to showcase our previous work to you. We also demonstrate individual website improvements on our new Website Wednesday series on Youtube. 

Haven’t you ever been super impressed by a jaw-dropping website? As a business owner, haven’t you wished your website looked just as compelling and functioned as your favourite sites?  Like your brand, so many other companies are vying for people’s limited amount of attention. Creating a trendy, cool website is a daunting task that’s difficult to measure. 

This is why we’ve compiled a list for you of websites in 2022 that we deem as unique and inspirational. Finding cool websites for your audience just got easier for you! Here’s our shortlist of sites you’ll want to navigate to and get some ideas. 

A Consistently Cool Website - Apple

Few companies can stand up to design as much as Apple. Due to their resonate branding, you’ve likely seen their website before as a customer. Using their insights for user-friendliness, Apple aligns itself with a minimalist design approach paired with eye-grabbing visuals and colours. They also use pictures and just the right number of moving menus without becoming too disorienting, which are used to build engagement. 

Note Apple’s use of photographs. They use sleek, high-quality images and shoot their photos at quirky angles. They do this for a reason, as with their Macbook Air, to illustrate how thin it is from the side. If you sell products on your website, ensure you experiment with photography as well. Try not to make every image look the same for every product on your homepage. If you want to use fun angles like Apple, try to come up with a reason for it that illustrates genuine value for your customers. 

A Well-Defined Cool Website - Pinnacle Fertility

In the grand scheme of cool website design, the impactful visuals have to be accompanied by thoughtful text. This is what Pinnacle Fertility does remarkably. With simple visuals and animations, this website focuses on its language and its goals with high-quality information. Their homepage clearly defines what Pinnacle does as a fertility clinic and why to choose them over other clinics. 

Their images across the website depict values and traits such as fulfillment, support, and happiness. Pinnacle effectively communicates these feelings to its visitors' page after page. In their about section, their core values are communicated concisely, along with symbols which support them. This avoids wordiness and clutter and helps Pinnacle stand out amongst the competition. 

An Impactful Cool Website - Wealth Shown To Scale 

It’s entertaining to market your brand message in a fun, engaging way. This cool website design demonstrates the wealth of Amazon’s founder uniquely and it drives its point home while scrolling for minutes. It’s more common for these numbers to be simply written out as text however, they lose their value and any lasting impact. Seeing to scale real comparisons of data, like the earnings of an average doctor, or the cost to grant clean drinking water to every person on the Earth has an immense impact on the reader. The humanitarian impact of this cool website has a message which isn’t diluted. Of course, this type of design wouldn't be optimal for all websites. If you’re looking to make an impact as a nonprofit, this could be some solid inspiration for you. 

An Engaging Cool Website - FIKSE Wheels

If you like visuals, brand communication and visitor engagement, FIKSE wheel is a superb candidate for one of the best cool websites out there. The company is a North American wheel seller in Surrey, BC. Right away on their home page, you have a Porsche photo at a striking angle. Alongside the high contrast text, this communicates the brand’s quality work right away. 

What makes this website stand out is its use of consistent photos, scrolling and hover animations. As you scroll down to their timeline, they use a scrolling animation to spin the wheel in front of you. The use of this animation draws the human eye and encourages the visitor to continue scrolling down. Beyond that animation, the wheel product photos are shown below. As you hover with a mouse or touchpad, the animation changes from a side view to a face-on view, emphasizing the interactive elements and encouraging you to click. Checking out the FIKSE wheels showroom allows you to view more striking photos of performance vehicles with their products shown in use. 

The captivating thing about this practice is that they’re positioning the product in with the customer’s lifestyle. This way, your website visitors can more easily imagine what their lives would look like with your offering. 

How Does Your Website Compare?

There’s our shortlist of cool websites we find modern for different reasons. What does your website look like in comparison? Do you see some areas in which you’re doing well or are there other areas that need improvement? 

If so, we’d love to help you at Choquer Creative. Don’t hesitate to schedule a site audit or reach out to us. 

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