Designers know how important typography is and they know that it is more than just letters, it is the arrangement of the letters and how they fit in with the rest of the design, how they work with your brand and how they attract your audience. Your audience should have to see the process of what went into make a logo or magazine page, it is those little details that can make a world of difference between an aesthetically pleasing and readable page and one that looks messy. Your choice of typography show you know the difference between good and bad design, and the way that you use it will help your readers learn more about you and brand by –
Unifying your Message – if your audience sees the same font throughout your design then it creates a consistency that they can follow.
Creates an Identity – typography can help strengthen your brand recognition and having a recognisable brand your audience will be able to identify you again and again.
Setting the Tone – the typeface you chose will show how your entire design is interpreted. If you chose a simple or a unique font then it will change the way your audience initial interacts with your brand.
Creating Readability –your audience needs to be able to read your design on whatever device they use like, mobile phones, laptops or tablets. They also need to be able to enjoy reading your writing.
The Basic Rules
Here are some simple steps you can take to start correctly using the right typography for your design and brand.
The Right Font – the primary goal is communication, so readability needs to be your top priority, it also means that you need to make sure that your typeface is connecting with your audience.
Limit the Number of Fonts – this is one of the most common mistakes people make with typography. You need to take the less is more approach as overloading conflicting fonts can clutter up your design. We recommend that you use a maximum of 2 to 3 different fonts.
Alignment – the location of your wording can have an effect on its readability. By choosing the right alignment you will be able to direct your readers eye to the right place on you page.
Don’t Stretch your Typeface – when fonts are created they are built to a specific shape and proportion. If you stretch them out to fit a space, you are taking away the beauty of the design and the function it was created for.
Setting up Grids – this will allow you think about how your typeface fits in relation to other things on your page and creating balance for it. If you use grids it will ensure that everyone on your page is working great together to make a cohesive look.