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A critical element in establishing brand image and presence through effective digital experience
People often use the words ‘font’ and ‘typography’ interchangeably. But, when it comes to graphic designing, it is extremely important to be aware of the nuanced differences between the two.
As a designer, keep in mind that typography influences how viewers receive the information you are delivering. Carefully understand and incorporate all its aspects. This makes sure that your design conveys the right feelings, reinforces your brand image and communicates to the reader/viewer effectively. Typography is as indispensable as colours and images that are used in the creatives, and must be given its due consideration.
What is Typography?
Typography is the art and method of selecting and arranging the correct type of fonts. They are then coordinated with the other components of graphics, such as colour palette, font type, line length, point size, layout between others and design integration.
Why is Typography used?
The primary focus of typography is more practical, than just making the graphics look attractive. It is about ensuring that the content is easy to perceive, brings views and retains the attention of visitors.
Here are a few points to keep in mind while working on typography:
1. Right font
Although there are many attractive fonts available, most of them are not good enough from a design perspective. A few fonts used commonly by expert designers are:
Primary: Helvetica, Trajan, Garamond, Futura, Bodoni, Bickham Script Pro, Frutiger.
Secondary: Gills Sans, FF DIN, Franklin Gothic, Bembo, Rockwell, Avenir, Avant Garde, MrsEaves, Gotham, Sabon, Warnock Pro.
Note: Before choosing a font, understand the main purpose of the content that you want to communicate to your reader and then look for the one that matches your purpose.
2. Text alignment
Text alignment plays a vital role in the readability of content. Softwares like Photoshop can easily help you in aligning the text properly, to bring the right feel in the graphics. There are four different types of font alignments: left, right, centred and justified.
Note: It is important to remember that text alignment should guide the viewer/readers towards the most crucial information.
3. Art in text
Attractive typography, in collaboration with beautiful design, is widely used to present the text information in the print and design industry. With the help of softwares like CSS, Typekit and Font Squirrel, you can add artistic typography to your graphic design.
Note: Ensure that you don’t go overboard with the artistic aspect and stick to your content requirements.
4. Font size
Selection of the correct font size depends on the quality and quantity of content. Understand how to use the font-size — small, medium, or large — to your advantage, so that you can communicate your message accurately to the viewers.
Note: The correct choice of font color and size are proven to be vital for attracting the target audience and help readers to perceive information from the text.
The importance of typography in visual art is way deeper than the mere usage of attractive and fashionable fonts. Apart from understanding the significance of strong typography, it is necessary to stay aware and follow the latest trends. They play a major role in keeping your designs relevant with time and audience.
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