UK Businesses Caught Out by Font Faux Pas
Uninspired workers could be costing their employers valuable business says a new survey revealing that the font type we use in daily communications can put off potential new clients even before they get past the first line of correspondence.
The survey of UK companies, which was carried out by design and print specialist, Kall Kwik, revealed that, as the race to secure new business becomes increasingly competitive, decision makers are rating font selection, alongside spelling, grammar and layout, as one of the most important factors in the ‘in or bin’ process when it comes to initial impressions of a supplier.
Despite the fact that UK businesses spend in excess of £19 billion a year* on marketing, advertising and brand to differentiate themselves from the competition, companies are failing to stand out from the crowd when it comes to day to day correspondence with clients by using the same tired default font settings on emails and documents.
The results revealed that on average only 10 fonts are regularly used by British office workers even though the standard email and word processing applications offer up to 130 choices. 92% of those surveyed claimed to regularly use the standard Arial and Times New Roman default settings for business use with 65% claiming never to have tried anything else – or even considered it!
The survey also suggested that outlandish fonts are equally likely to deter clients with 69% of respondents claiming that handwritten-styled fonts such as Script, Bradley Hand and Gigi, projected an unprofessional image of a company.
Laurence Knott, Kall Kwik Head of Marketing , comments: “It is important for employees to realise that even introductory correspondence is enough to create a bad impression with a potential client. Whereas we used to be judged on our handwriting style, these days the font we choose can have as much of an impact as what we write.”
“Many businesses spend thousands of pounds on designing and creating a trusted brand identity with strict guidelines to follow, however, when it comes to day to day correspondence employees often revert back to standard fonts and formats, portraying the wrong impression and running the risk of putting off potential clients.
As a result of the survey, Kall Kwik is campaigning for UK businesses to encourage their workforce to break the habit of relying on default settings and is naming 31st July as the nation’s official ‘Ditch the Default ’ Day to encourage employees to think about the fonts they use – be it adhering to corporate guidelines or experimenting with something new.
Continues Laurence: “On the back of the survey we are recommending that businesses persuade their workforce to move away from the tired old fonts to try and inject some personality into their correspondence with clients. We are increasingly losing the personal touch in day to day working life and font choice is a simple but effective way to make yourself stand out from the crowd.”
For further information please contact Amy Garbutt:
Amy Garbutt – Beattie Communications – 0113 213 0302 / 07971 749088 firstname.lastname@example.org
NOTES TO EDITORS
* Figure supplied by the Advertising Association
The survey was carried out across 1000 UK office managers
The most popular fonts in day to day business correspondence are:
Times New Roman
Bookman Old Style
The fonts UK companies rated as the most unprofessional are:
Kall Kwik delivers a broad range of design, print and direct mail solutions to businesses throughout the UK. It provides day-to-day support, assesses market trends and anticipates the changing needs of clients through a fully trained network of more than 150 franchisees.
The company’s design-to-delivery (D2D™) approach gives businesses access to a high quality, integrated service offering through the convenience of a single point of contact.
Kall Kwik’s dedicated Corporate Brands team provides additional skills and support, enabling franchisees to service blue chip clients across the wider Kall Kwik network in areas such as business branding, logos, advertising, e-media, multimedia and websites.
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