Typography

Typface / Font

Typeface, also known as font – sets the tone of your content. In other words, by using a specific typeface, you can reinforce the mood of your document. Typeface helps make your message more powerful where you want it to be powerful…. but don’t overdo it. It’s best to try and limit your document to two typefaces.

Along with typeface, type size is very important.

Type Size

Type size plays a big role in Visual Hierarchy. It’s a good idea to use larger type size where you want your reader’s attention to be focused. White space aids in getting your type size just right.

White Space

White space is the area between design elements. It’s also the space within the individual design elements including the space between typography glyphs (readable characters). Despite its name, white space does not need to be white. It can be any color, texture, pattern, or even a background image. White space is used in letter spacing as well as line spacing.

Letter Spacing

Letter Spacing is known as character spacing or tracking, it’s the adjustment of horizontal white space between the letters in a block of text.

Line Spacing

Line Spacing is the vertical difference between lines of text. Different line spaces are used to create visual rhythm and pauses within your design.

Text Alignment

Text Alignment is vitally important in print graphic design because it allows you to arrange elements in a way that matches how people naturally scan the page. It also helps balance your visual connection between related elements. The two basic alignment principles are edge alignment and center alignment. Each is essentially a different way of utilizing an invisible line.

Color

Color doesn’t necessarily affect legibility. It's the difference between lightness and darkness of each color that creates a visual comparison, which affects legibility.

Contrast

Contrast is the difference between two colors. Differences in lightness and darkness have the biggest effect on text legibility

Reverse Type

Reverse Type is light colored or white text on a dark or black background. This technique is fine for small chunks of text, but avoid it for large amounts of text. The idea of using reverse text is to create emphasis or produce visual impact.

Attention Getter

Typography is what Attracts and holds the audience’s attention – Using different types of typography can convey a certain mood or feeling. The audience needs to understand what message you are trying to send and be interested in it. Having the appropriate font sets the tone for your design you even begin.

Clean and Clear

Using fonts that are clean and easy to read are key to any presentation. If fonts are too small or cramped together, your design will be immediately ignored. It is fun to have a cool and complex project, but the audience should be able to easily comprehend what your design is saying.

To The Point

By using different font sizes and types of font, the reader should be able to determine the most important points of your design just by glancing at it.

Simplicity

Typography used throughout a document or presentation unifies it. Repetition of the same font in your design aids in creating a simplistic style. Keeping your fonts aligned and in proportion synchronizes your main idea and keeps it uncluttered.

Recognition

The fonts you use in your design are the visuals that readers will remember most. You want your viewers to be able to recognize your company’s brand at any place or time. Typography marks your company and is the one thing the viewer will identify with time and time again.

Hierarchy

Be sure to create a clear and uncluttered message.

Avoid page junk- shadows, crazy borders, over use of pictures, and too many fonts. Pad your content with the appropriate amount of white space. Every element on the page should add or clarify meaning. If an element isn’t adding clarity or meaning, then it’s junking up your document, distracting readers from your message.

Get Moody!

Choose your mood by using the right color and contrast to make your message pop where it should! Make sure that your color choices reflect the mood you’re trying to portray.

First Impressions Are Everything!

Typography is a first impression using letters, words and design. Be picky when you’re creating documents. Be consistent with your formatting to avoid confusion and ask yourself if your message makes sense!

5 Reasons Why Typography is Powerful.” Big Fish Presentations, ...