Below is a line up of people and I’m pretty sure that everyone will make their first impression of each person based on their looks. How does that particular person’s image make you feel and what does it conjure in your head. Every opinion will be different but the overall impressions will generically be the same.

Below is another line up of the same people, this time with different clothing. Looking at the same people again in a different light should produce at least a slightly different message, an alternative from the one made above.

What has this got to do with deciphering fonts?

Like people fonts have certain visual characteristics which can be used to judge them but a font is not as bold as a person, or is it? Maybe they are but you just don’t know what you’re looking at.
Below are several general font characteristics which will help you to decipher the underlying message the next time you see a font.

Serifs – Serifs are the little bits which hang off of the end of a letter. They add clarity and style to a font although they’re considered a more traditional element used through the ages of writing to provide a professional sense of prestige. They can be sharp, curved, blocky or take on any shape as long as there are present.

Sans-serif - A font without serifs. Its like striping away all the décor left with something minimalistically modern. Sans-serifs in its basic form create a contemporary and professional image with a hint of warmth.

Body weight – The weight being how thick the stroke is. A stroke shows boldness in a letter as the weight differs. Obviously something thicker creates a brave impact whilst something thin is a subtle approach.

Spacing/Tracking - Are the letters condensed or extremely spaced out. Condensing a set of letters might make a cuter, well rounded word whilst spreading letters out may signify a clearer significant single message.

Body size/kerning – The weight may be thick or thin but how about the space the individual letter takes up. Is it a round fat letter which uses two spaces to make a warmer gesture or a thin letter using little space to send a slick stylish message?

Unique characters - Every font Is different so look out for the unique characteristics such as cuts, or odd versions of any of the above as this will be a tell tale as to what that font is trying to suggest.

The above characteristics are the general typical interpretation used to decipher a font but what if we put them in different clothes.

Adding a different colour, layout or changing any of the unlimited general elements above (even slightly) can create a significantly different message. With endless possibilities how can you communicate the right message for your business? Hire a designer, they’ll have a library of varied fonts and know how to project the right message for you by using the right combination of elements.

Next time you see a logo, poster, or credits for a tv program think about the above elements and you should be able to tell what message is being projected without even reading the word.

With regards to films you’ll even be able to tell what type of ilm it will be based on font used in the opening credits.

They take on many forms such as a signature, a monthly newsletter or even an unrequested email shot. HTML emails are as common as physical junk mail.

Are they easy to create? Well there actually not. 50% of web design knowledge goes out of the window when designing a HTML email. Unlike websites the technology of email design hasn’t really moved anywhere, in fact I find that it’s a lot more technical then building a website. It’s like having your hair cut with a knife instead of a pair of scissors. It’s doable but inefficient and limited. If you practice though, you can achieve what’s required. Essentially you’re going back to basics.

Do they work? Yes they can, if executed well but there are 100’s variables to consider which can affect the outcome of your HTML email. Each email client reacts differently to a HTML email. The final HTML email you create may not be the actual email the recipient sees. Some email clients don’t even allow HTML emails so how do you overcome this……….. With good design.

Design & development – I always say it but on this occasion it’s actually the make or break element in your campaign. “Design is the most important factor of the HTML email”. Without a professional design, the email will not even be viewable so here’s what to do.

Correct formatting -You have to go back to basics and preferably hand code the email using inline formatting and tables. Without this method your email will not appear as it should be or it may not even show up at all.

Text – Create the main text in “text format” so the content is always readable by both disabled users and the variety of email clients which don’t accept HTML emails. Do not embed the main text in an image, it lowers the chance of your email being viewed.

Place a “can’t see, click here to view link” at the top of the email to counteract any email client which does not read HTML emails. Upload your email to your server and keep it there. It acts as a backup copy as well.

Images - Images are not sent with the email like an attachment. They should be uploaded to your server and linked to via HTML. The email then pulls in the images for display. Make sure all your images contain alt tags. Just in case the image doesn’t appear, it can be replaced by text instead. It also helps disabled users to read through your content.
Use good graphic design to make it an eye-catching email.

Subscribe & Unsubscribe - Make sure you have these links so people can opt out or in of your emails. It’s a requirement!

Layout

Another variable introduced by email clients is the size of display. This variable is also affected by monitor sizes and resolution. Someone may have a 19inch screen at 1024×768 whilst another may have a 12″ laptop screen at 800×600. This means the size of the display the email has fit into can change from one user to another and ultimately your email may look different from user to user. To ensure your email is displayed and viewed correctly, it should be no wider then 600 px in width, preferably 500px to be safe.

Email shots seem to follow the same method of layout because the design capability is limited. You also have one quick chance to catch the reader’s attention and make your pitch so the typical method is probably the best method, “a one column scrolling down sales pitch.” The key is to be specific with your TA. Make it relevant and credible, not spammy in any way.

Distribution

Lists – You need someone to send the email to. You can do this in one of three ways.
1- your own subscriber list
2- buy a list from a list company
3- Buy a list from a company who will also send your email for you.

If you have your own list then you may be interested in getting your own software to send the email out on your own. There are also some free versions but have limited capabilities.

Buying a list ultimately means you are spamming. You are not allowed to send emails to anyone who has not specifically given you their email address and consent to do so. This can get you blacklisted. In saying this many still buy lists and run successful email campaigns so just be careful in your selection

Hiring a company to send your list can be helpful. They take the risk of being blacklisted but have ways and means around that. They also provide stats on how your campaign is going.

Testing - Test your email. Open an account with various email clients and Send it to your address such as hotmail, yahoo, outlook, horde, and others to see how the appearance comes out.

Some examples of good HTML emails:

In the olden days artists were considered as scholars, forward thinkers and highly respectable members of the community, often admired for their combination of knowledge, wisdom and unique characteristics.
Today the constant demeaning approach of:

” You do a good job and if we like it, we’ll pay you” or “We only have $25 to spend but we want a top job”

has become a common approach to hiring a designer. So whose fault is it? It’s probably our own.

More and more new businesses are opening and there’s an all time high of self employed people, especially via the internet. Likewise the design industry has grown over the years and become cluttered. Applications like contract bidding websites made it possible for designers all over the world to compete for the same client, generating a “cross currency problem.” The Great British Pound has always been strong but we do pay double the price for having it. Unlike the US and other weaker currencies, their money goes along way further then ours. With this in mind other countries were able to offer their services to the UK successfully, undercutting prices to make irresistible deals.

The UK also took part in the bidding war but not boldly as others such as India and the US who cashed in, stooping down to $25 a logo because they could. They undercut the professional approach by hundreds and still made a profit on there services (software is universally cheaper then in the UK). In essence it’s actually a good business strategy; sell one logo for $200 or 10 for $25. Financially it made some kind of sense like the pound shop but it didn’t do anything for the design industry apart from degrade it. $25 is a highly appealing price for a startup business but what are you really getting for $25.

Why not to pay $25 for a logo.

1.) Research

A logo is used to communicate a message, a worthy message at that of who you are as a business. In order to do it successfully you need to take time to figure out who the client is, what they do, how they differ and who their competitors are. You need to research the past, present and future for each of these. For 25 dollars you’re getting zero research, just a generalization from the designers head. Your business means nothing to them.

2.) Concepts

After research a professional designer can begin to conceptualise designs. They will likely go through several designs more than once during the concept stage and refine them to workable ideas. For $25 the designer is going to take one shot at one concept. Magically conjured from the designers head it goes from the brain to the computer instantly. Not thinking about whats right for the business but really what just looks good to the wandering eye, after all it’s a quick sale.

3.) Technology

Believe it or not there is a vast range of technology and techniques used to perfect a logo. Probably the most important being vector software. Vector software is an application which uses mathematical equations to create shapes. In doing so it allows the shape to be resized to any size, in proportion, with minimal distortion to the shape. Using vector software for a logo means that you can resize your logo and have it displayed on a matchbox or a van door in pristine condition.
For $25 you probably won’t get a selection of files optmised for both web and print, you’ll just get the rasterised jpg file which will only work on a website and if you’re lucky, maybe on your stationery as well.

4.) Expertise

Along with technology comes techniques, experience and quality. What makes a good logo? A quality designer knows their business and has to charge for the pleasure of utilizing their expertise. Its more then drawing pretty pictures, it requires instinct in design, particularly layout, colour, and type. I’ve seen plenty of $25 logos which were just horrible in every way because there was no restraint on the design.

Overall I guess you can say that you get what you paid for. If you buy a car for $25, expect to get a banger which breaks down, eventually costing you more to fix. Spend a reasonable amount and you’ll get something which lasts. With age it may even become a classic.