Use the right type for the right type

Simon Marett and Michael Sullivan’s ‘Essential Guide to Design’ continues with a look into typography and the difference it can make to doctors’ branding, design and marketing.

Fonts and typefaces are often used interchangeably, but on a technical design level, there is a difference. 

Typeface is a particular alphabet set and its corresponding accessories such as numerals and punctuation that share a common design. For example, Arial is a well-known typeface and the font is a specific set of glyphs within a typeface, such as Arial Bold or Light.

Not unlike colour that we covered last month, typography often gets neglected in design because of a lack of awareness and an understanding of the impact it can make to your healthcare practice. 

Here are some key pointers to think about:

1 Know who your patients are

We have touched on this point before in previous articles, but it is important to re-emphasise it because it is one of the fundamental rules of marketing and design. 

Putting your personal opinions to one side and getting a good understanding of who your patients and potential customers are and what will appeal to them is a vital step in the process. 

For example, you might really like the look of the Comic Sans typeface, but if you are opening a high-end women’s health clinic in west London, then this comic style typeface is not going to be a good or requisite fit for your premium practice and affluent audience.