Currently, all of us, residing in the digital realm world are; fans of presenting everything visually. And to go ahead in this activity, everyone is trying to be unique and innovative. People share their thoughts, feelings, and affairs via visuals which can touch viewers brain in a quick manner. And to bring alive the visuals and convey the message accurately along with creativity, the visual should be CONVERSATIONAL, and here comes the viability of TYPOGRAPHY.
Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. The arrangement of type involves selecting typefaces, point sizes, line lengths, line spacing (leading), letter spacing (tracking), and adjusting the space between pairs of letters. The term typography is also applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process. Typography also may be used as a decorative device, unrelated to the communication of information.
Typography is a great way to convey and emphasize your message and meaning. In the above images, you can see that the texts “Craft Beer Industry” and “For This Christmas” are written in different font and style. This different font and style have brought personality and life to the words. In the case of visual presentations, it is recommended that your audience is spending less time or energy on focusing on the text on the screen. So, here typography works successfully and attracts the audience to the core message.
While creating your visuals in typographic style, you need to take care of certain points. Here are the tips that will guide you to the rules and techniques to make proper balance in your presentation-
Selection of font
Going with the context of your text, you can choose the best-matched fort from the vast library of paid or free fonts. But remember, whatever the font you choose, should be clear and readable. For instance “b” and an “h,” or a “3” and an “8”, need to be distinguishable at even small sizes. Also, the impression of the font should express the exact feeling of the text. See the example here –
In the first visual- emphasis has given on the texts ” top speed of 57 km/h” by using different font and color from the rest of the text to make the information more prominent and focused.
In a similar way in the second visual- the texts ” Wildland Fire Facts” are written in such font and style that are giving a different impression altogether. Thus font has the power to steal the show.
Font size is the visual component of any written word. The size of the word decides which and how much valuable the information is!
The height of each word in a sentence denotes a meaning, whereas words in bigger size attract special attention of the readers and make them understand the point of significance.
Kerning is that part of typography which creates a sense of harmony by adjusting the space between characters.
For example in this image space between ‘T’ and ‘U’ and the other characters have been adjusted to meet the alignment at the end to fulfill the show of ‘SEVEN SEAS.’ Usually, kernings are used to give a fine tune to the word to occupy its allotted space in a harmonious fashion.
While working with texts, maintenance of its grading or hierarchy is necessary. If all texts are written in the same size, it would be difficult to understand which is the most important information on the page. So, to guide the reader, you can make the headings usually large, sub-headings are medium, and body type is smaller. However, size is not the only way to define the hierarchy, you can emphasize your “sayings” also by applying the different font, color, and spacing.
Where is Typography mostly used?
Display designs are the potent element in graphic design. Any industry can go for typographic presentation with color (used for its emotional effect in conveying the tone and nature of subject matter), font and size.
- Advertisements in publications, such as newspapers and magazines headline types
- Signs and other large-scale-letter designs, such as information signs and billboards
- Brochures and flyers
- Packaging and labeling
- Business communications and advertising
- Book covers
- Typographic logos, trademarks, and word marks
– and much more.
Above everything, though typographic is much effective, having an eye is the ‘key’ to make the typographic display more skillful and of good taste.