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Typography in Corporate Videos

September 3, 2015

Times New Roman. Comic Sans. Georgia. Bold. Size 12.

Typefaces and fonts that we’re all too familiar with.

In corporate video, typography is just as important as the basics. Good ol’ visuals and audio. Maybe a bit of animation. Naturally, most would agree. Media is a huge way we consume information. Companies now primarily market themselves online. It’s necessary to make content attractive enough to engage viewers. For video marketers, typography is especially important for people who first come into contact with your brand.

So, what is typography, anyway?

Essentially, it’s the art of [re]arranging text. It typically involves typeface, font, size, colour and leading lines. And it’s big in graphic design and advertising. Sometimes this is animated across a screen. In the past, companies would animate words over a voiceover to get their message across. But now? They’ve evolved with animated infographics, polls, and charts.

Typography affects the way readers view information. It must be attention-grabbing enough to, well, grab people’s attention, but it also signals to consumers whether your content applies to them or not.

Typography is more than just typeface. Though choosing a style (e.g. Arial, Helvetica etc.) is important to how your company presents itself, it’s not the be-all-end-all of your aesthetic. Think of well-known brands that are recognized by their look, like Apple or Google. Apple isn’t just distinct because of their logo. They’re recognized for their continuity as well.

Apple really took off in the late 2000s, and so did its typeface. Soon Helvetica Neue spread to its products – from Macbooks, to iPads, to iPhones – and more. Their clean, simplistic look quickly caught on and contributed to an attractive overall aesthetic.

Typography is your chance to represent your corporate culture. In corporate video marketing, this can mean short, quirky videos featuring your company’s memorable font.