20 Jul The importance of Typography

Definition

Typography is « the art of arranging letters and text in a way that makes the copy legible, clear, and visually appealing to the reader¹ ».

Another definition I like: « typography is the art of arranging a message in a readable and aesthetically pleasing composition² ».

Why is typography important?

Typography is a powerful communication tool integral to graphic design and, therefore, the whole branding process.

Along with the other elements of your brand, the font(s) used for your logo — if you opt for a logotype — your headlines and body texts will give your brand a specific personality, a distinct identity.

Choosing the right one to get your message across is essential because it can make or break your design.

But also

Have you ever glanced at a typeface and immediately felt “something” about it?

As for colours, there is a psychology behind typography. Each font brings out different emotions.

Depending on the industry you belong to, the typeface you choose can convey a feeling of elegance and luxury, joy and fun, experience and stability, and more.

When used with consistency — yeah, consistency is the key… always — one look at your written content is enough to inspire your audience to the kind of brand you are.

Common types of fonts

Serif

A serif is a decorative stroke attached to the end of the letter. It’s a graphic design element that originated from Roman carvings.

These fonts are often associated with tradition, refinement and culture. They are divided into four groups:

• Old-style
• Transitional
• Didone
• Slab

Sans-Serif

As their name indicates, these fonts don’t have serifs and look more modern and sleek.

They appeared out of the need for minimalism with more straightforward and cleaner fonts. Most companies using them want to ensure legibility and compatibility across devices.

Sans serif fonts are also divided into 4 groups:

• Grotesque
• Neo-grotesque
• Geometric
• Humanist

Script

As their name suggests, script fonts aspire to look like handwriting.

Because they are so elaborate, using them in body text will make the content rather challenging to read. Therefore, these fonts should be reserved for headings or short sentences.

Display

Also known as decorative fonts, display fonts combine various styles and graphics.

They can be dramatic and unique and usually look great for your brand.

Conclusion

In terms of typography, there is something for every taste. So, the questions to ask yourself when you embark on the journey of creating your brand and get to that tricky part are:

• which emotions do you want to evoke in your audience?
• What kind of message would you like to send regarding the type of brand you are?
• How do you position yourself in your industry?

Once these questions are answered, the rest of the process will flow more easily.

And if you would like to create a dreamy brand using typography properly, well, you’re still at the right place 😉

¹Medium

²Adobe