You'd find a website filled with very basic fonts that had designers and marketers cringing. That's because marketers were forced to use the handful of web-safe fonts that were most common at the time. But some very smart and creative people wanted to do more. And as happens with so many emerging technologies, it was a forcing feature for changes. Enter web fonts. We've teamed up with jay oram to bring you a bunch of web font know-how in this guide so you can use web fonts in your email campaigns like a pro. Fonts before diving into the world of fonts in email, it's important to know a little about fonts, terminology, and where to learn more! Fonts can express your brand and convey a specific message or aspect
Of your designs. They are an essential part of all brand guidelines and an important part of smart email design . As you'll find, not all email clients support importing company mailing list fonts into your email that aren't already on a user's computer. But knowing a little about fonts and how the web uses them will give you all the knowledge you need to make your brand shine, whether that's using a web-safe font or a linked web font. Chris from action rocket has a great article on fonts and their history here . Font or character? A typeface is a group of fonts that all have the same design elements, such as cap height, x-height, serif, and letter spacing. Fonts are the different weights, widths, and styles that make up that typeface.
Cap-height and x-height this is exactly what they look like, the height of capital letters or the letter "X" in a font. This is useful when choosing fonts that look alike. By choosing a group of fonts with a similar x-height, you can ensure a good design experience across all email clients. Serif or sans serif a serif is the "Tail" of a character. Some fonts like time new roman have added tails on the letters, while arial fonts don't have these extra parts. Which one to choose ? Serif fonts give the impression of classic, elegant and traditional brands, such as the times newspaper or classic brands such as jaguar and jp morgan and academic institutions such as cambridge and harvard university. Sans serif fonts are often