If you could travel back in time to the wild west days of the early internet, you would find a web filled with very basic fonts that made designers and marketers cringe. That’s because marketers were forced to use the handful of web safe fonts that were most common at the time.
But some very smart and creative people wanted to do more. And so as happens with so many emerging technologies, it was a forcing function for changes. Enter web fonts.
We partnered with Jay Oram to bring you heaps of web font know-how in this guide so you can use web fonts in your email campaigns like a pro.
Before diving into the world of fonts in email, it’s important to know some information about fonts, terminology and where to find out more!
Fonts can express your brand and convey Spain WhatsApp Number List a specific message or aspect of your designs. They are an essential part of any branding guidelines and an important part of smart email design.
As you will discover, email clients don’t all support importing fonts into your email that are not already on a user’s computer. But knowing a bit about fonts and how the web uses them will give you all the knowledge to let your brand shine through, whether using a web safe font or linked web font. Chris from Action Rocket has a great article on Fonts and the history behind them here.
Font or typeface?
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A typeface is a group of fonts all with the same design elements, such as cap-height, x-height, serif and letter-spacing. Fonts are the different weights, widths and styles that make up that typeface.
Cap-height and x-height
These are exactly what they sound like, the height of the capital letters or the letter ‘x’ in a font. This is helpful when choosing fonts that look similar. By choosing a group of fonts with similar x-height, you can ensure a good design experience across email clients.
Serif or sans-serif
A serif is the ‘tail’ of a character. Some fonts like Time New Roman have added tails on letters, whereas Arial fonts do not have these extra parts.
Which should you choose?
Serif fonts give a feeling of classic, stylish and traditional brands, such as The Times newspaper or classic brands such as Jaguar and J.P Morgan and academic institutions such as Cambridge and Harvard University. Best database provider | Whatsapp number lists
Sans-serif fonts are often identified with more modern, cutting edge brands, such as Google, Spotify and Adidas.
Your brand guidelines will give you a hint of the style of font that should be used, and in some cases will give you a specific font.
Letter spacing is the space between each letter. Some fonts have characters close together, whilst others have more room between them. Another important factor when choosing fonts for your emails.
Not all email clients will allow you to import your brand font and show it to your email readers so you will need to set a few fonts in your ‘font stack’. If they all have similar x-height, letter-spacing and are serif or sans-serif to match your brand font, length of copy and the reader’s experience should remain consistent.