"Everything must be above the fold!" – this phrase still haunts many marketing departments. The idea is that all important content should be immediately visible, without users having to scroll. The term originates from the print world, where newspapers placed the most important headlines in the upper half of the front page ("above the fold") because that's how folded newspapers were presented on the shelf. But is this rule still relevant in today's digital context?
"Doesn't that look too old-fashioned?" or "Sans serif is much more modern!" – discussions about fonts are commonplace in branding and design projects. They're often dismissed as a matter of taste, but there's actually much more to them.
Typografie ist Markenführung in Reinform. Schriften beeinflussen, wie Ihre Marke wahrgenommen wird – ob als seriös, modern, verspielt oder exklusiv. Die Entscheidung zwischen Serifenschrift und serifenloser Schrift ist deshalb wichtig.
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