Typography in the simplest definition is the art of arranging type and design. Most people don’t notice it, but we designers freak about it.
Typography includes everything from font type to line spacing and point size. The correct font can bring a design to life, so it is an important aspect of design that should not be ignored.
Why Should I Care?
Advertisers often use eye-catching fonts to grab consumers’ attention. This can be effective, but also must be done the right way. If you throw together a bunch of different typefaces without any direction your company may come off as unprofessional or unorganized.
Working with fonts takes technique and purpose, and the use of typefaces can make or break a design. Not just any font type can be used for any design.
Since we are preaching to you about how important typography is, we thought we should back up those comments with some tips to help you out in your future designing endeavors. Below are a few basic guidelines to follow when working with fonts:
Consistency and simplicity are key– No need to go crazy with font styles. Keep it simple. Two fonts per piece is the general rule of thumb (don’t worry the logo can be a different font and it won’t count as part of the two. Use the same fonts across all your pieces. from website to brochure, the fonts should be the same to create brand continuity for readers. Even go so far as using the same treatment and sizes throughout your pieces, consistency looks professional and organized, naturally building a visual hierarchy sure to please the eyes of your readers.
Two different fonts add interest- When choosing the perfect two fonts for your piece consider two that don’t match but go together. Usually a serif and san-serif pair well. Also consider using only one script or display font and pairing it with a more traditional font. If the entire piece must be one font only try to find a font with lots of different stylesto allow options for adding interest and emphasis.
Select the proper font for the job- While script and display fonts may be beautiful on invitations and certificates the two are hard to read in large blocks of text. Sans serif font types are best for large amounts of text the web; serif fonts are best for large amounts of printed text. Consider using a san-serif for very small text, the clean lines of the font family make it easier to read.
If everything is bold, nothing is bold- use bold for emphasis and organization NOT everything on the page. If the text on the page is hard to read make it bigger, reserve bold for important content.
Fonts convey personality- Be sure to choose a font that mirrors the personality and tonality of your business or marketing piece. The financial industry tends to use serif fonts in logos while more less formal businesses may use a san-serif. Though serif and san-serif fonts may feel formal or playful based on the shapes of the letters. A word of caution: Comic Sans and Papyrus are not professional fonts and are generally booed by designers, there are few scenarios when they should be used.