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The moment you decide to write something and publish it to the public, be it design visual identity, website, mobile application, packaging, posters, brochures… and even inscriptions on the shop window or workshop, it is inevitable that you will encounter one of the most important graphic elements, typography.

We often think about the "power" of a written word, to ignore how something is written, that is, what tone, atmosphere or emotion the design gives to that word or sentence. So don't neglect the time you will dedicate to what you want to say and how you will accompany it with the design.

When we have already mentioned how important typography is, or simply put, the choice of font, it would be good to mention everything you need to know about it.

inscription in English striking typography

Typography is much more than choosing a font

In short, typography is a creative design with the help of matching letters and text so that the content is readable, clear and visually appealing to the reader.

Typography includes the style, appearance and structure of the font, which evokes certain emotions in the reader and conveys the meaning of the text in the right way.

 

Fun fact:

Typography can be said to date back to the era of print development. Before the digital age, typography or typesetting was a serious craft associated with books and newspaper printing. The first example can certainly be Gutenberg's Bible, from which this kind of innovation was initiated, and it is interesting that it was used at that time. "Texture”. A font that you can easily find on the Internet today.

 

Yet if we go back to the present…

With the development of the Internet and graphics programs Of course, there has been an accelerated development of typography, so that today's designers can only find the limit in the choice of fonts and style types within their creativity.

Of course, typography today is much more than simply choosing a good font.

Good typography will not only improve the visual effect, but users will start to associate the font with your brand. And readability and clarity can help make customers feel comfortable and therefore often come back to yours website or product.

Nowadays, when time is precious, people simply avoid reading the complete content, so it is extremely important to set up a hierarchy with the help of typography so that the most important information can easily catch the eye of users who just "look" over the text.

names of basic groups of letters written in black font on a yellow background

What are the basic elements of typography?

  1. Letter type (typeface) and font

The main difference between a typeface and a font is that the type determines the font family, and the font itself its "weight", ie whether it is Light, Narrow, Oblique, Sting, Italic, Regular or Black. In addition to the name, the typeface can be distinguished in three basic groups (Sheriff, Sans-serif, Script and Decorative)

 

  1. Contrast

Similar to Hierarchy, with the help of contrast, one can separate which titles, subheadings or paragraphs are "more important" than some others. That is, parts of the text for which it is more important for us for the reader to notice them before some others.

 

  1. Consistency

There is a rule among designers, for which, as with all other design rules, it is not necessary to follow them at all, and that is that you should not use more than three types of letters, ie typeface-a. This will avoid a lot of confusion in your text.

 

  1. Margins, interword and line spacing

For the clarity of the text, ie readability, it is very important to leave the letters, lines, and even paragraphs of space to "breathe", and still find a measure and not overdo it.

 

  1. Settlements (Alignment)

Text alignment can be left or right, alignment on both sides, or centralized

 

  1. Color

We have already written a lot about colors, and we will hardly be able to explain everything in a few sentences, so it would be worth looking at some of our previous texts: "What are color schemes" or "What the color of the logo tells us".

 

  1. Hierarchy

Almost like a semicolon in a text, it is visually important to separate what are titles, what are subheadings, and what is text. The most important difference is the font size.

inscription milk in English white letters blue background

Now, the question that only arises after so much theory is the practice itself, that is, how will you decide on the typography that suits you best?

Maybe you should start with how you want your readers to feel. That is, as we mentioned from the beginning, what tone do you want to give the text. You certainly won't use serif black and white letters for a children's playroom, just as you won't use decorative colorful letters for a law firm.

You should also take into account the functionality of the text, because the last thing you want is for readers to roam your site or application where to click next. Likewise, novice designers often overlook what fonts they are web browser friendly. In that case, it is best to play it safe and choose one of them Google fonts.

Except for the code website-s and mobile applications nowadays, typography is a very important and crucial component and code logo design. Some of the best solutions were obtained by applying "clever”Typography. That is why it is surprising that typography is one of the most important, and at the same time the most underestimated graphic elements.

Made by Sava Spasic - Senior Graphic Designer @Digitizer