Buy expensive fonts

Non-designers often give a bit of an eye-roll when they hear creative people talk about fonts. And I get it. It seems like a niche interest and definitely not something that moves the needle that much when it comes to impacting design quality. That’s not really true.

You may have heard someone say “90% of good graphic design is typography”, and they are right. The first step is good fonts. Here’s why you and your team should be spending money on good fonts.

• It is the easiest way for your brand to signal that it cares about quality. Its like a restaurant with nice chairs. It makes a difference, even if you can’t quite tell why.

• It makes it a lot easier and faster for your creative team to do good work. Everything fits together easier when they have the tools to make things look great and communicate well.

• You get what you pay for. Good fonts (expensive fonts) often come with added features – ligatures and special glyphs (I won’t bore you with details), that your designers can use to make a design work better.

• Expensive fonts are more unique and there is less chance you’ll end up looking like every other brand.

Free fonts, being delivered by Google Fonts in particular, have certainly changed the landscape. There are some very good quality fonts available, but the good ones are identified by cost conscious designers very quickly, and used to death. You want to avoid that.

I would almost go as far as to say you should buy the most expensive font you can. I once worked on a brand identity project and the font we used cost us thousands. But you know what? It was totally worth it. You almost never see the font used anywhere else, because it priced itself like a niche luxury item!

Takeaway
– Buy expensive fonts. It makes designing well faster and easier.

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And, If you’d like your design team to work better, smarter, faster, I can help. Hit me up!