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There are a lot of different elements to consider when designing your ads. There’s the shape and size of the ad, the images you use, and the words you say. Along with selecting the right language to get your message across effectively, the appearance of the text within your ad is an important part of communicating with your audience.

It might be a factor that you haven’t considered too much, but choosing the right font and typeface for your advertisements is an essential part of designing an effective ad.

The fonts you use, just like the clothes you wear on a day-to-day basis, give off a certain impression. This impression needs to complement the intention of your ad. You naturally wouldn’t turn up to a job interview wearing sweatpants and a dirty t-shirt. This thinking applies to your ads, too.

Here are a few things to keep in mind when selecting the right fonts to use in your ads

  1. Your message

What message are you trying to communicate in your ad? The font you use within the ad should reflect and complement that message. This also includes the purpose of the ad, so a different font may be more appropriate for encouraging clicks on your ad than raising brand awareness.

  1. Your audience

You should also take your audience’s preferences and style into consideration. If you are targeting a young audience, then modern, trendy fonts will be better suited to them. In general, you have the choice between serif and sans serif fonts.

Serif fonts have little “feet” leading into and out of the letters, whereas sans serif fonts don’t. Serif fonts are often considered easier to read on the page, but have fallen out of fashion in recent years. They tend to be seen as more traditional or old-fashioned. So sans serif fonts would be more suitable for a younger audience.

  1. Your brand

Just like the language you use needs to reflect your brand voice, the fonts and typefaces you use should also reflect the image your brand portrays. Is it a modern brand, a high-tech one, edgy, or traditional, elegant? Select fonts that represent your brand in the right light and give the right impression.

  1. Legibility

Perhaps the most important requirement of a font is that your audience can read it. If the font is illegible, then you are wasting money on ads that fail at communicating your message. You might want to go for a fancy-looking italicized font, but these can be difficult to read, so approach them with caution. The spacing between letters and words also affects readability.

  1. Different fonts

You may want to use multiple fonts in a single ad. This is particularly useful for distinguishing between main headings and the rest of the text. Visually differentiating with different fonts and sizes helps to guide the reader’s eye to the more important elements first, making your content easier to scan.

Pay attention to the fonts in your ad designs and see what kind of message they are giving. They are elements of your ad that should be carefully selected to optimize performance.