Of course, the font you choose matters. The font is the visual representation of your message. A font should not only convey your voice, but be easy to understand and indicative of your tone. When choosing the best font style, be weary of over used styles, they may invoke a public exhaustion. The general populace has just about turned its back on fonts like Comic Sans and Papyrus due to an overabundance of inappropriate and cliché use in the 80’s and 90’s. Then, there are classic long format fonts that may stay forever strong like Helvetica, which is the subject of the documentary of the same name. However, every font has the potential to fall like the Roman Gothic Empire.
- Limit the Amount of Fonts Used: A header and body should suffice, if you’d like to add a touch of a third for emphasize use it sparingly.
- Fonts Need to Be Legible: Readers should not struggle to obtain your message.
- Watch the Kerns: Check your spacing between the letters, you don’t want them to be crowded. Same goes for leading, the distance between the baselines of successive lines of type.
- Don’t Get Carried Away: “Cute,” “Magically,” “Metal,” “Edgy,” and “Funny” should not be adjectives that come to mind when deciding on a font.
What makes a good font go bad? To answer that question and learn more about our culture in type, check out this article “We Talk About Fonts All Wrong. Here’s a Better Way” from Claire Fallon of Huffington Post on a discussion with Douglas Thomas, author of “Never Use Futura”. Thomas makes strong points about the relationship between fonts and the people who use them. This was a fun and insightful interview, and “Never Use Futura” seems like a fascinating read, but in the words of Mr. LeVar Burton “You don’t have to take my word for it.”
Halloween is just around the corner, and many trick-or-treaters already have their well-planned costumes ready to go. According to Costume SuperCenter, Pennywise, from the movie IT, is expected to be a top seller this year, as pop culture characters greatly influence Halloween costume trends.
Other characters you should look out for this year include Eleven (Stranger Things), Wonder Woman, Uma (Descendants 2), and Jon Snow (Game of Thrones).
To see these popular costume choices for 2017, as well as others dating back to 2007, check out the Costume SuperCenter infographic below:
Earlier this month the annual #4AsStratFest was held in the Big Apple and brought with it Strategists, Planners, Founders, CMOs and the like from across the U.S. and globe.
This year’s theme, “Data + Humanity Planning Re-Defined” focused on the role planning and humanity play in the new data filled reality that is 2017. Speakers and sessions re-enforced the things that we all deal with each day, so we have this data now what do we do with it? And what that means for the non-Amazons, Googles, and Facebooks of the world.
Two sessions in particular centered around what happens when data misses the mark. One Fireside Chat “The Power of the Middle – Marketing to the Heartland Post Election 2017” highlighted that it isn’t just political parties that miss the mark on data, and why the industry should and has to pay attention to the ‘new heartland’. But it’s not just the middle of the country data misses, during her session “Understanding Black Twitter: Why Cultural Resonance & Perspective Have Become So Important in Advertising”, God-is Rivera, highlighted the power of social media not merely as a platform of awareness and connectedness but how for minorities and historically underrepresented populations its serves as its own heaven of protection, reinforcement, celebration, pop culture, and activism.
I found myself more than once thinking, “well of course data doesn’t give you the whole picture, who would ever think it does?” however during his talk “Designing a Creative Map with Big Data” Viacom Senior VP of Data Strategy Kodi Foster summarized just how easily it is to slip down the wormhole of data story telling. Foster spoke of an established brand looking for ideas for its newest TV campaign, the brand used data from social media to create the structure for its campaign. The story the data told was that a certain celebrity family as well as social protests and activism were what their target audience shared, liked, and talked about on their news feeds and timelines. How much easier could it get? Add one celebrity with a dash of protest sprinkled with little bit of product, it has to be a slam dunk, right? Foster then explained that if the now infamous Kendall Jenner Pepsi flop is any indicator, what people share and like don’t tell the full story, it’s the people behind the screen that tell it.
In this new data infused age, it’s the marker and market researcher’s job to do more with data than just present it. We have to find those details no matter how finite, and utilize all voices to present complete stories and profiles that allow us to foster and create innovative and compelling insights and solutions for the complex problems of today’s marketing landscape.
An exceptionally strong logo design is often a fascinating combination of art, design and psychology that can (pardon the pun) brand itself into the minds of an audience. Shapes and often text are coated in a splash of color with the purpose to evoke an emotional response that is easy to identify, interpret, and remember.
What does your logo say about your company? Are the shapes round and playful or are they straight, firm, and strong? How about the logo’s color does it embody your company’s culture? Below is a brilliant chart that describes the emotions associated with color and the logos for brands that fit.
Additional Word/Color Associations
Yellow: Educational, Caution
Orange: Playful, Bright, Flavor, Spice
Red: Hunger, Urgency, Heat
Blue: Intellectual, Wisdom, Somber, Cool
Green: Fresh, Earth, Refreshing
Violet: Deep, Royalty, Mystic
White: Clean, New, Pure, Spirit
Black: Night, Perspective, Ominous
For more fun with color check out the link below
What better way to argue the undeniable value of an infographic than with an infographic?
A staple in W5’s Strategy Practice toolbox, data visualization techniques have become increasing important in delivering research findings in a way that creates “stickiness.” Distilling a 100+ page report into one clear, concise, visually-engaging story is no easy task. This requires not only the skills of a seasoned researcher to determine what information to include, but also requires an eye for design.
According to Google Trends, there were 62 million search results for the term infographic as of April 2015. And it’s no wonder, as infographics are 30 times more likely to be read than text articles.
Our clients see the value in W5’s smartly designed infographics as well. W5 hears comments like “our internal clients really enjoyed the infographic and appreciated having a ‘takeaway’” and “we’ve received great PR coverage on the study results thanks to the infographic deliverable.” Working with a research partner that can deliver an actionable Final Report complemented by an infographic can significantly extend the shelf life of a research study, and in turn, stretch your research dollars.
Still skeptical of the power of infographics? Thanks to the team at OneSpot, here is an infographic highlighting some key stats and best practices on the topic.
W5 is nestled here in the Research Triangle region of North Carolina, comprised of Raleigh, Durham, and Chapel Hill (North Carolina State University, Duke University, and University of North Carolina at Chapel Hill). At any given moment our consultants can go from levelheaded researchers to crazed NCAA fans, arguing about bad calls from the game the night before.
While we are proud of our collegiate sports, we are also proud to be part of growing area. Realtor.com recently ranked Raleigh, NC as the number eight (8) best metro market for growth potential in the U.S. for 2017. Durham, NC nearly made the Top 10 list, ranked as the eleventh (11) best metro market for growth potential in the U.S.
So, while we are a bit crazy when it comes to collegiate sports, it appears we aren’t scaring anyone away.