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Welcome to the "Which Fonts Should You Use
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For Your YouTube Videos" lecture.
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In this lecture, we will learn what the best fonts are
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for the most successful YouTube videos.
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And there's a fascinating science behind the topic,
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and it's often overlooked by YouTubers.
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Why are we dedicating a lecture to the topic of fonts?
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Because if your font is not easy to read
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on mobile phones, then it doesn't matter
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how good your title is and it doesn't matter
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how good your thumbnail is, and of course
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the content of the video won't be viewed
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if people can't clearly read your font.
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So let's talk about our 12 font rules.
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Rule number one: always test your font sizes
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by seeing if you can read them on a mobile phone.
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And that's in portrait mode, okay?
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If we look here at my YouTube analytics
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and see what devices my viewers use,
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you can see here that over 80% watch
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my YouTube videos on a mobile device.
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So always use fonts that are easy to read
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in portrait mode on a smartphone.
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Use Sans Serif or Sans Serif fonts
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instead of Serif fonts.
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Now, a Serif font is a font with these squiggly lines
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on the sides of them like this.
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And the word "sans," or "soh,"
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in French, means "without," and looks like this,
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without these squiggly lines.
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Now, watch what happens when we shrink
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the Sans Serif and the Serif fonts
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to the same size on a mobile phone.
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You see how it's harder to read the Serif font?
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And so, whenever you see a font,
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and right beside it, it says Sans Serif or Sans Serif,
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my French is awful, I'm sorry,
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then I want you to use the one that is Sans Serif,
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and I recommend not using Serif fonts.
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And just play around with the Sans Serif fonts
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that you see in your thumbnail image software,
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meaning Photoshop or whatever software
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or web-based application you're using
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to make your YouTube thumbnail images.
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Rule number three: consider using capital letters
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as they are easier to read and they don't take up
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much more real estate on your image.
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For example, if we're looking at this thumbnail
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with lowercase letters on a smartphone,
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it's harder to read than this thumbnail
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on the same phone.
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All caps equals easier to read.
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Only use lowercase if you have a very small
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amount of text in your image,
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or if it's just like one word or something like that.
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But make sure the size is large enough
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that it can be read.
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Rule number four: use only one or two
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types of font on your thumbnails.
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Any more than that can be distracting.
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An exception might be your logo in the corner of your image,
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but otherwise, just stick to one or two fonts.
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But if you're really tempted to use
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more than two fonts, then instead of using
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that third font style, play around with
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making your existing fonts on your image in bold.
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Be very careful with italicized words.
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Make sure your viewers can read the italics font,
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because some italicized versions of fonts are harder
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to read than the non-italicized versions of your fonts.
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And sometimes the italicized font is a bit thinner as well.
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Next up we have, "Helvetica, hell yeah."
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Now Steve Jobs eventually dropped out of Reed College,
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but he was so passionate about fonts
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that in 1972, he sat in on classes about calligraphy.
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In fact, Apple was the number one seller
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of laser printers in the world in the 1980s.
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It's true because of Steve Jobs' passion
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for beautifully designed fonts.
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And Helvetica was Steve Jobs' favorite font,
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and it's my personal favorite, too, especially in all caps.
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And when I got my first Mac in the 1980s,
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I was blown away by the number of fonts
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that it shipped with.
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You know, Apple pioneered this whole process,
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and before the Mac, most word processors had
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only one font, in white and on a blue screen.
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You remember those days?
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Like this from Word Perfect.
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I'm really dating myself here,
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but why am I mentioning all this stuff?
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Because when you create a YouTube thumbnail image,
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it can be fun if you think of it as a work of art.
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You know, each thumbnail image is a blank palette,
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and a beautifully selected font
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can turn a boring thumbnail into a work of art.
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And we really have to think differently about
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the whole process, and have fun with it too, of course.
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Now here is what Steve Jobs had to say about fonts.
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"If I had never dropped in on that single course in college,
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the Mac would never have had multiple typefaces
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or proportionally spaced fonts.
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And since Windows just copied the Mac,"
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this is Steve Jobs' quote, right,
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"Since Windows just copied the Mac,
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it's likely that no personal computer would have them."
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Rule number seven: less is always more.
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Similar to how we should only use three bullet points
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on a slide in a presentation,
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try not to use more than three to four
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lines of text in an image.
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If you use multiple rows of text,
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make sure they are spaced out, okay?
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Remember that the text on your thumbnail
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can be different from the actual title
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of your YouTube video, too.
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The thumbnail should attract attention,
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and the title on the YouTube image
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should include key words that users might search for.
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If the software you're using to make the distance
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between the lines of text isn't accurate enough for you,
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then simply insert a row and make that row have
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a smaller font size, and of course,
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we never want to have any letters touching each other
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as well, as it creates a cluttered and hard-to-read effect.
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If a font on one line is tough to read,
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then use tracking to add more spaces between the letter
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and play around with increasing the distance
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between letters if the text is tough to read.
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And if you can't find the tracking,
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or the kerning function as they call it,
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in whatever software product you're using
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to make your YouTube thumbnails,
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then you can add spaces between the letters
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and then highlight that space in between the letter
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and make the font size of that space a little bit smaller.
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Rule number nine: use 3D and depth in text
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to attract attention to the font on your thumbnail.
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A little depth added can make it easier to read
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using shadows and border colors.
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Let's talk about where to purchase fonts from
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and being careful with copyrighted fonts.
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Now, if you use fonts that don't ship
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with your graphic software product,
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then you have to purchase them, as they are copyrighted.
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And a great website to purchase the fonts from is fonts.com.
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I recommend going to fonts.com and viewing
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what the top 100 selling fonts are at that website,
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because these are the ones that the top graphic designers
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in the world purchase and use.
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And we can piggyback on their expertise.
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And once you see a font that you love
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that is in the top 100, then see if you already have
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that one installed on your computer
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within the software package you use,
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and if not, consider purchasing that font,
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as it will help you in the long run
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especially if you plan on making YouTube videos for profit.
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Now my favorite fonts are in the top 20 here,
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meaning Helvetica, Avenir, Futura, and Ariel.
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And notice that most of the top-selling fonts
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are not Serif, meaning they are Sans Serif,
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which again means without the squiggly lines
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on the sides of the letters.
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Rule number eleven: here's a tip.
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Use fonts from famous logos.
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Look at the top brands in the world
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and see what fonts they use.
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If you like the font you see,
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then use a web lookup tool to tell you what the font is.
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For example, let's go to fontsquirrel.com,
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and let's navigate to their font identifier page.
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And let's take an image of the word "Toyota"
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from a Toyota logo, and upload it
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to the Font Squirrel website.
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We can see here what font Toyota is,
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or we can see similar fonts to Toyota
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in case we want to purchase or use a similar font.
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These big companies spend millions of dollars
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with focus groups testing what fonts work best,
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but we can buy this font for a lot less
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on Font Squirrel's website.
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This website won't always find a perfect font match,
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but it'll find a close enough match, and just for fun,
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okay, let's upload the text from Adidas logo
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to see if we can find a close enough match.
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Here, we can see that the closest match,
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which isn't perfect, is a font called
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Camerick 105 Cyrillic Bold.
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Check to see if you already have that font
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in your graphic software product,
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and if not, you can buy it here for $26.
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Let's do one more, just for fun.
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Let's take the Amazon logo and see if we can't find a match.
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Here we see we have a few options.
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The first one is called Telephoto Regular,
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and the cost is $22 for this font.
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And it's not a perfect match as there's a kink here
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in the Z in Amazon's logo, but it's pretty close.
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By the way, guess what this arrow means here?
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It means "A" to "Z."
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Isn't that clever?
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Arrows work really well on logos and on YouTube
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thumbnail images, which we will talk about
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in a lot more detail later in the course.
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Be clever, and play around and have fun
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with hidden meanings in the font, especially with arrows,
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which is used by Federal Express's logo,
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and influenced me when I chose my brand name and my logo.
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And you can highlight the arrow
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if you want to as well, like FedEx does.
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And FedEx use lowercases with their logo,
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and it works for them only because
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they have five characters in the brand name.
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So the next time you see a FedEx package
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or a FedEx truck, look for the arrow in the image.
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And quick side note, notice how FedEx loves to use
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bright colors like orange and green in their logos.
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Fonts are a lot of fun.
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It's so much fun looking for hidden meanings in logos,
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and if you create text with hidden meanings,
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make sure it's easy to read.
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For example, this one here is Le Tour De France,
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which might be tough to read, to be honest.
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But if you look closely, you can find
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this dude here riding a bike.
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And just for fun, let's see if you can find
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the hidden clever meanings in these five logos here.
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And I'm only showing this to you
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to inspire you to think differently when using fonts.
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Okay, what do you notice about this logo here
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for the ice cream company Baskin Robbins?
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Pause me if you want to think about the answer first.
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In the "BR" in this logo here,
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you will see the number 31, for 31 flavors.
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How about this one here for Tostitos?
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What do you see?
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You see two people sharing a chip
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and dip under the chip here.
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How about this one, what do you see?
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The headphones are for Beats, of course.
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These are headphones, the B.
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Two more.
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What do you see in this one?
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The P and the S in PlayStation, of course.
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Last one.
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What do you see here?
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I didn't get this one right away, but you see a subway map,
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meaning the white and yellow lines with arrows,
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00:12:50,930 --> 00:12:54,750
which is symbolic and is part of their branding process.
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You can eat a sub with any type of toppings you want to.
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That's what they say.
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And you can skip the rest of this lecture,
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00:13:02,920 --> 00:13:05,040
but I'm having so much fun with this right now
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that I want to talk about five more
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cool logos with hidden meanings.
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This one here's for Pinterest.
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00:13:10,910 --> 00:13:13,290
What do you see in the letter P?
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It's a pin.
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00:13:15,400 --> 00:13:17,520
Next up, how bout this one?
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This one is hard, but you can see "mom"
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is spelled on Wendy's collar.
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00:13:25,250 --> 00:13:26,800
And how bout this one here?
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00:13:26,800 --> 00:13:28,310
What do you see here?
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265
00:13:28,310 --> 00:13:32,737
You can see the razor that cuts the letters "G" and "I."
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Two more.
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This one blew my mind, I love this one.
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This is for the London Symphony Orchestra,
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00:13:40,690 --> 00:13:41,940
and what do you see here?
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Well, we have the letters L, S, and O,
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and we also have a conductor.
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Last one, I'm a big baseball fan.
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So this is the Milwaukee Brewers baseball team,
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and we see here we've got the letter M
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and the letter B in their logo,
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and we also have a baseball glove.
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How fun was that, eh?
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Canadian.
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Please find attached a PDF with all the tips mentioned
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in this lecture on fonts.
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Thanks.