The art of typography
For a layman, fonts and typography are the same thing. But for a designer, both have different meanings. Typography means to arrange and select font styles and font sizes through the art and method approach. Thus, it can be said that typography is an art of displaying words. It requires an artistic mind to choose the color, style, size, line length, and design integration. That is why typography plays such a vital role in this age because people have become more mindful about how the visual world should look around them considering the designs, fonts and images. Moreover, in the digital world, it’s actually “Fonts speak louder than words” because they put a psychological effect in conveying a message.
As much as visuals are important in digital designs, a presentation without text or an infographic without a text would be a total waste.
Typography is 95% design which is why it’s a driving force for communication arts such as advertising, content marketing and communication marketing. Apart from its artistic need, it requires a rational approach to critically integrate the typography with the type of message and visuals you want to communicate. Have you noticed any brand promoting their products using the “Calibri” font style? I don’t think so. It because typography provides aesthetics to first grab the attention and then make audience read the message. The most prominent examples are of the promotional sales Ads which includes a large font used to grab the attention of masses for their “SALE”. Therefore, good typography directly communicates with your target audience first before any of the visuals do.
These are some of the major reasons as to why you should focus on Typography:
1. You give voice to your core message:
Typography loudly speaks what should be conveyed if done right. It conveys the feelings and evokes the right emotion. If content is supported by good typography, it puts a great influence on the audience.
2. Adds value to your design:
Number of researches have proved that good typography adds value to your design. It delivers your message with more clarity and reduces the visual fatigue for the audience. Unique typography ideas attract and impress the audience more.
3. It keeps people reading:
Good typography acts as a role of utilitarian for people to keep on reading the content due to the clarity and visually appealing effect it gives to the readers. The relevant font style and font size first grabs the attention of the readers and then urges them to read more and more.
Now that you have been convinced to focus your energy on typography, you must be thinking as to where focus our energy and how to learn the art of typography. These are some of the tips to keep in mind:
1. Right selection gives the right result:
If the right font style, design and placement have been done accordingly to your core message. Then it will give the right outcomes that you are looking forward to have.
2. Focus on the alignment:
Traditionally, there were only four alignments but now with the help of advancements through Adobe Photoshop and Illustrator software, designers can align text however they want to. The right alignment of the text provides the best deliverance of your message.
3. Choose your typefaces wisely:
Typeface is basically the font style. To choose from the pool of typefaces is a critical choice to make. The best way is to analyze your company, your core message and purpose and the type of message to be delivered. Moreover, not more than three typefaces should be used because it might confuse your audience.
4. Determine the font size accordingly:
If your text contains some important message and of only a few words then larger font size must be used. If the details are included, then font size must be readable and not too large that it covers all the page.
5. Integration with design:
Lastly, font styles, font size, font color, spacing and everything must integrate with the visuals and the background color. The better the integration, the better is typography. In the end, every effort comes down to the alignment of every font arrangement with the designing of overall visual images and colors.