Display Type

Decorative typefaces for headings A working definition from the RGM marketing glossary.

Schematic — Display Type

Decorative typefaces for headings

Where teams go wrong

Read that twice.Four failure modes recur with Display Type. Name them and they are easy to design around.

One blanket rule. Applying Display Type the same way everywhere. Split it by audience, channel, and business model.
No anchor. Quoting Display Type without a starting point. Always pair it with a baseline.
Wrong target. Treating Display Type as the goal. The goal is the outcome it predicts.
Bad compares. Benchmarking Display Type with no adjustment. Account for the model differences first.

What does Display Type mean?

Decorative typefaces for headings In short, fix that meaning before any tactic is debated.

Why does Display Type matter?

Display Type matters because vague vocabulary breaks strategy. A precise, shared definition keeps a team aligned.

How do teams use Display Type?

Display Type supports a real choice: where money goes, what gets measured, which option wins. The Mailchimp case traces it.

What goes wrong with Display Type most often?

Using Display Type flat across every segment and showing it without context. Both make a guess look exact.

What does Display Type mean?: Decorative typefaces for headings In short, fix that meaning before any tactic is debated.
Why does Display Type matter?: Display Type matters because vague vocabulary breaks strategy. A precise, shared definition keeps a team aligned.
How do teams use Display Type?: Display Type supports a real choice: where money goes, what gets measured, which option wins. The Mailchimp case traces it.