When we think of brand identity, most people focus on logos, colours, or imagery. But there’s one component that is often underestimated—and yet it plays a huge role in how your message is perceived. That component is typography.
For a specialist agency like CareCREATIVE—serving aged care, disability (NDIS), healthcare, childcare and other “care” sectors—typography does more than look good. It researches trust, readability, empathy, and clarity.
As marketing professionals who specialise in the Care Sector, we don’t do many web designs for cutting edge technology companies. That having been said, we do design a lot of “apple” websites.
I “pare” the Apple responses back, pardon the pun, and translate the three things my clients are really telling me:
Why Typography Matters
- Typography sets the tone: A serif font might feel formal and elegant; a sans‑serif may feel clean and modern. Choosing the right typography helps communicate your brand personality even before a visitor reads a word.
- Readability and accessibility: Many of your audiences will include older adults, carers, people with accessibility needs. A well‑chosen typeface with appropriate size, spacing and contrast means your message is understandable and inclusive.
- Hierarchy and clarity: In marketing, especially for care services, you may have to convey serious information (services, processes, compliance) and emotional messaging (care, empathy, trust). Typography helps organise this content so the message isn’t lost.
- Consistency across touch‑points: When your webpage, signage, printed brochure, and social media visuals all use coherent typography, you reinforce the impression of professionalism.
