What does Variable Fonts mean in website design?

Pronunciation: vair-ee-uh-bul fonts

Imagine a single font file that contains many different styles – bold, italic, thin, condensed, and everything in between. That’s a variable font. Instead of needing separate files for each style (like “Arial Bold,” “Arial Italic,” etc.), you have one master file that can adjust its weight, width, and other features on the fly.

Why is this important for website design? Using variable fonts can significantly reduce the number of files your website needs to load. This leads to faster loading times, a better user experience, and potentially lower bandwidth costs. It also offers designers more creative flexibility, allowing for smoother transitions and more dynamic text effects.

Understanding variable fonts could be important because it directly impacts website performance and design possibilities. Faster loading speeds mean happier visitors and better search engine rankings. The increased design flexibility allows for a more polished and modern look, enhancing your brand’s image and providing a more engaging experience.

The Zero Noise Marketing approach to implementing variable fonts involves a systematic process:

  • Assess: Evaluate your current website’s font usage and loading times. Identify areas for improvement.
  • Strategize: Determine which variable fonts best suit your brand and website’s needs. Consider factors like readability and performance.
  • Execute: Implement the selected variable fonts, ensuring compatibility with your website’s content management system and browsers.
  • Optimize: Monitor website performance metrics after implementation, making adjustments as needed to maximize efficiency and user experience.

By adopting a systematic approach, you can leverage the benefits of variable fonts without the common pitfalls of rushed implementation or neglecting performance considerations. This aligns with our philosophy of building sustainable marketing systems that deliver measurable results.

For help with optimizing your website’s typography and performance using variable fonts, give us a call at 613-777-5001.

“The Bride”.  A an example of an experimental, or concept album project from 2022.  Painted in acrylic. (Private collection)

Building Confidence Through Language: A Guide for the Collector

One of the biggest barriers for aspiring art collectors is not a lack of taste, but a lack of confident language. People know what they are drawn to, but they often struggle to articulate the ‘why’ behind their emotional connection. Providing them with a basic vocabulary can be transformative.

By explaining core artistic concepts, we can bridge this gap. An artist’s newsletter or a gallery brochure could break down:

  • The Architecture of Composition: How lines and shapes lead the eye and create a focal point.
  • The Emotional Weight of a Color Palette: Why a limited, muted palette feels different from a vibrant, high-contrast one.
  • The Role of Value in Creating Depth: How the interplay of light and shadow builds a believable world.

It’s like being given a phrasebook in a foreign country; suddenly, you can navigate and connect with more assurance. Consider Edward Hopper, whose stylized realism simplifies scenes to their emotional core. Understanding this allows a collector to explain why the work feels so dreamlike and memorable. This knowledge doesn’t replace the emotional response; it validates it.

The Dialogue Between Feeling and Form

Great art speaks to us on two levels: the immediate, gut-level emotional reaction and the deeper intellectual appreciation. You might feel the perpetual warmth and light in a Monet, which immerses the viewer in the sensory experience of a moment. Conversely, you might sense the rugged, stoic soul of the landscape in a piece by Canada’s Group of Seven, which evokes a feeling of profound solitude.

These feelings are universal, but the ability to discuss why we feel them builds a stronger connection. From a marketing perspective, this education slots perfectly into the buyer’s journey. During the “comparison” phase, an artist who also educates their audience is building a relationship of trust and authority, making the final “decision” more likely.

Conclusion: A Bridge of Shared Understanding

Art, in its purest form, is an act of communication. Whether through the calculated narrative of a storyteller or the freeform expression of a poet, the artist extends an invitation to the viewer. By providing the language to understand this invitation, we empower collectors to move beyond simple preference and into the realm of true appreciation. It transforms a simple transaction into a meaningful connection, where the viewer doesn’t just own a piece of art—they become part of its ongoing story.


About the Author

Jaeson Tanner is a Marketing Thinker at Zero Noise Marketing and a narrative artist once in a blue moon. You can see his work on Instagram at @jaeson_tanner.


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