Believe The Type
Why Typography Matters
Typography – the art of styling and arranging text to make it, not just legible but also beautiful. It is a fundamental tool for bringing your design or brand to life in multiple ways. Effective use of type is absolutely vital for guiding a viewer’s attention and conveying your message – get it right and your work can be elevated to new heights, but get it wrong and it can completely undermine everything else around it. Here are just a few ways type can be used as a solid foundation for your brand or next project.
Building Character
The key to a great brand identity is conveying your brand’s personality, and typography is crucial to achieving this. Every typeface has a distinct personality, and choosing the right one to represent your company will help your audience understand who you are and what you do. A construction firm might use a thick and sturdy ‘sans serif’ to convey the solidity and reliability of their buildings, whereas a jewellery maker may choose a thin, delicate ‘serif’ to reflect the elegant beauty of their products. These are broad and simple examples – and of course there can be great reasons for going in different and unexpected directions – but there’s an infinite wealth of detail and nuance to be found in the vast range of typefaces out there to convey your brand’s personality in more subtle ways. To take things up a notch, the effect can be enhanced by combining multiple typefaces and exploring how their personalities mingle and work together.
Establishing Hierarchies
Typography is an incredible tool for bringing clarity to information. By assigning contrasting typographic styles to each class of information, you can quickly make large amounts of copy a pleasure to navigate and easy to understand. Pick up a magazine and look at any article to see a clear example of how this works – headlines, for instance, will be styled differently in terms of size, weight, probably even in a different font altogether to all other text on the page. And every headline throughout the magazine will likely be styled identically. This quickly helps you to instantly recognise a headline as soon as your eyes fall onto one. This is an example of how major style differences enhance readability, yet the same principle applies on a finer scale as well. Subtle changes in font weight, size, style, or colour can distinguish between different types of information, making the text not only easier to navigate but also more enjoyable to read.
Making a Statement
Another approach is to use type in novel and unexpected ways, to break it apart, play with it and make it function more illustratively. This is how you make an impact in your advertising, such as posters, flyers or publication layouts. You might want to employ giant, oversized type to really grab attention; maybe go in the other direction and use tiny text in a large open expanse to emphasise the negative space; or perhaps experiment with warping, distorting, and rotating text, playing with the arrangement and how individual words relate to each other. However you do it, taking some artistic licence is a fantastic way to make a piece really expressive – and it’s also a very cost effective option for your budget that doesn’t stretch to photography or illustration.
These examples underscore the transformative power of typography in design. While there are numerous other ways to creatively employ type, one constant remains: effective typography is integral to the success of any brand or project.
Good typography can elevate a brand, enhance user experience, and ensure that a message not only reaches but also resonates with its intended audience. In a world inundated with visual stimuli, the strategic use of type is what can make a design not only seen but also felt and remembered.
