Since the invention of the printing press, typography has been used by businesses to help build their brand. From the signs outside the storefront to your modern day interactive website. You are probably wondering why am talking about typography and not the font. These two words are used interchangeably. Typography consists of the design of the letters, numbers or symbols, and the font is a digital file that describes typography. Therefore, a font makes up typography. The difference between them is like the difference between songs and albums. Having said that, let us now talk about the importance of fonts/typography as an element of designs.
Each type of font and how it’s used conveys a certain message to the reader. Below are factors that make a font coherent with the image that the company intends to project. Here is why it is so important and how to choose the right typography.
The size of the text indicates the strength of the company’s statement. Large typography is used to have a graphic design that is powerful in the eyes. There is one rule followed in font size; the bigger, the bolder. Larger font sizes allows the audience to read the message with ease.
Straight, rectangular strokes indicate stability. Cursive and flourishing strokes are used for brands that project artistry and grace. The stroke of letters gives an insight into the company’s way of thinking. Making the lines bold adds a bolder personality in your typography. Using thick lines indicates certainty and reliability while thin lines show precision and elegance. Straight vertical or horizontal strokes denote logic. The angular and diagonal ones show aversion or passion, while the curves and waves tell of gentleness and creativity.
Slopes indicate the dynamism of the organization. If you’re embracing the conservative, permanent, and conventional industry, straight and upright letters are for you. This will give the customers a sense of stability and proven services. However, if you’re into a more daring and or expressive industry, you can emphasize this trait by using sloping typeface. Slanting letters are always more elusive to the eye. It gives people the feel of style and creativity.
The written text is not the only part of the whole style. Even the ratio of the spaces should be taken with utter caution before you create the sign. Professional typographers call this typesetting. The spaces decide the pace of your words. Make sure that you are generous enough with spaces so that the reader will be given sufficient time to decode the letters on their mind. Blank gives room for the viewer to ponder upon the meaning of the word; thus, giving them more insight about your brand. Widen the space if you want to imprint a brand that is memorable and impressive. Narrow down and bring the elements closer if you want to play on their adrenaline – it gives the effect of speed and sharpness.
Choosing the most suitable typography in your graphic design does not only reward you with a brand that will last on the memories of people who see it, but it will also bring you the right clients that you wish to have.