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1、How retail brands can compete in our new digital reality.Page 2Modern retail brands suddenly find themselves in an era of unprecedented disruption due to the COVID-19 pandemic.From clothing to electronics to health and beauty services,retailers have had to abruptly close their brick-and-mortar store

2、s and,if possible,shift their business online.The result?Ecommerce spending spiked by 68 percent year-over-year in early 2020.1All that said,what retailers are experiencing is actually an acceleration of the inevitable.The past decade has seen a steady trend toward online business models across all

3、sectors of the retail industry.This increased competition in the digital space means its essential to provide your customers with a frictionless customer experience and a consistent,polished brand identity.This is also a bottom-line issue:Establishing a consistent brand identity can lift revenue by

4、as much as 23 percent.Fonts play an important role in that effort to keep up.A brands fonts give shape and structure to the users experience,simultaneously delivering key messages,directing users through tasks and workflows,and maintaining a unified visual identity throughout every customer touchpoi

5、nt.Page 3How we got here.Todays fonts have a lot to handle.They need to work everywhere:Websites,digital ads,HTML emails,print ads,in-store signage,LED billboards,the list goes on.They also have to work equally well on an enormous range of devices with varying screen resolutions.Oh,and in many cases

6、,they need to cross geographic and language barriers as well.Some fonts werent built for this kind of workload.Fonts designed thirty years ago,for example,may not read well in small sizes for those shopping on smartphones.Fortunately,modern fonts are catching up,and many fonts designed or redesigned