What is Typography
Typography is an art and technique of arranging letters and characters. It is the detail in the composition that adds interest. In other words, it is a medium of communication that conveys a certain mood or feeling. Mismatch of text style with the composition would fail to gain attention. The use of typography connects viewers more to the subject. We can see typography everywhere, in logo, website, branding, and packaging, for featuring and describing the products. Therefore, font and typeface to be used very precisely.
Difference Between Font and Typeface
Font – Font is to describe the collection of letters and characters built in different styles, sizes, weights, and spaces. There is a variety of fonts available on the internet. For example – Arial, Times New Roman, Tahoma, etc.
Typeface – Typeface is the entire family of Fonts.
For example – the Arial family- narrow, Italic, regular, bold, etc.
Common types of Font
Serif – It contains letters that have some extension or stroke at the end. It gives people a feeling of elegance, confidence, and trustworthiness. It is easily readable, is typically seen as a more classic and vintage font mainly used for printing since old times. We can see serif font in newspapers, professional businesses such as law practices, editorials, and insurance companies.
For example Adobe Caslon Pro
Adobe Garamond Pro
Museo Slab Serif
Trajan Pro
Sans Serif – ‘Sans’ is a french word that means without, therefore, it does not include stroke. It has simple, clean lines and sharp edges that are the same width throughout. It renders out more clearly on a screen which increases legibility for users, gives a feeling of being casual, informal, friendly, and very approachable. Sans Serif is mainly used for screen display, in websites, in the mobile application.
For example Futura
Helvetica Neue
Brandon Grotesque
Century Gothic
Decorative – It is more like a natural-looking cursive style. It gives ideas of elegance, creativity, freedom, and femininity. It is perfect for those attempting to transmit a sense of unique and artful thoughts. For example – in greetings cards, headlines, book cover, logo, for catchy & punchy lines. These are used in less quantity. These are script, calligraphy, handwritten font, fancy font, all small & capital letters font.
Understanding Spacing In Typography
Space is necessary in Typography as adding too much text in one place will lead to clumsiness and poor design.
Leading – Leading is line spacing or space between lines is needed for appropriate spacing to make them legible.
Tracking – Character spacing or overall equal space between characters.
Kerning – Kerning is space between specific characters. Spacing between characters is not the same as it wholly depends on the character design. We can use kerning to fix the space or even change it to come up with a good design but bad kerning can instantly ruin the whole design.
Hierarchy – It guides the reader’s eye to the most important text by emphasizing it more than other texts. Without using typographic hierarchies, it becomes challenging for readers to promptly identify important pieces of information within the whole design.
How to choose different font combinations when working on one project?
The most effective practice is to use two typefaces: one for body copy, and one for headlines. The perfect font combination conveys your message strongly. You can select one font and change the typeface to bold or Italic in heading and regular or light in a paragraph. Here are some typeface combinations you can use in your project: Serif + Sans Serif
Bold + Light
Tall + Wide
Fancy + Regular
Points to be remembered when choosing fonts. Choosing the wrong type of font can give the wrong impression to the readers.
➤Keep it Simple. Play with font size, typeface, capital-small case.
➤Use one type of font with different weights or styles to emphasize.
➤Keep one alignment i.e. left/right/center/justified.
➤Do not write text in the corner unless to deliberately cut off.
➤Avoid Stretching fonts.
➤Avoid ‘widow’ & ‘orphan’ in-text i.e. do not shift two-three words in the next column or to the next page, rather adjust there.
Some old & overused font not to use in your projects-
Comic Sans
Curlz
ITC
Hobo
Papyrus
Kristen
Brush Script
Jokerman
To find the combination of fonts, you can use https://fontpair.co/
For more understanding of typography https://material.io/design/typography/understanding-typography.html
To identify a similar type of Font, you can use https://www.myfonts.com/WhatTheFont/ or https://www.whatfontis.com/
In conclusion, try to keep your eyes on more printable articles, magazines, pamphlets, newspapers. Likewise, you will be able to do more in your own work.
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