Text must be legible, and easy to read at a glance. Utilize the brand’s font guidelines to ensure continuity with other marketing materials. There will typically be only one or two fonts used on the screen. Vary the usage of the font to create visual texture in contrasting ways that are appealing and balanced. Combining bold and lightweights will help keep the viewers’ attention on the right words. Select three or four font weights, such as light, regular, semi-bold and bold. The designer has freedom in using whatever will look good. Keep the content creative, but not chaotic.
When determining the font size, keep in consideration the distance from which a viewer will see the information and the size of the screen on which the content will appear. Use large font sizes so that viewers can read your message at a glance. Don’t use too many fonts in a single piece of content, and don’t go overboard with colored text. Avoid writing in all caps.
Group key phrases or concepts together, usually in bundles of three. Repeating important words and phrases 2-3 times in a row reinforce the message. Using alliteration and rhyme can have a greater response.
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