Practical Sales Training™ > How To Get Attention > The Font Effect
What is it?
The Font Effect is all about using modified or original fonts to make your offering more memorable.
Why does it work?
It works because we are naturally inclined to notice things that stand out. When we come across fonts and lettering that we haven’t seen before, they not only seize our attention, but lay the groundwork for being more memorable too.
How can you use it?
In the same way brands such as Disney have created their own font, consider how you could use different lettering in your logo or your visual communications to help spread your message and be more memorable too.
Example
Coca-Cola uses a unique, highly recognizable Spencerian script font in its logo that has remained mostly unchanged since the late 1800s. This distinctive lettering immediately grabs attention and is strongly associated with the brand, even without seeing the words clearly.
Because the font is unique to Coca-Cola, it stands out from generic typefaces, builds memorability, and reinforces brand identity – a perfect use of The Font Effect in action.
See also
