WHAT DESIGNERS NEED TO KNOW ABOUT TYPOGRAPHY

“Typography exists to honor content.” - Robert Bringhurst:

As a designer, you would always use type in your works. Hence, it is important for you to know
the basics of typography. Typography is a central component of design and one of the primary
ways of communication. This has been passed from generations and has undergone various
improvements. To date, there are thousands of typefaces and fonts that can be found in the
internet. Its usage has evolved and is one of the important things in design, business and
marketing.
TYPOGRAPHY is the arrangement of type for different uses. It could relay
different messages aside the words itself. The mere CHOICE of typefaces and its
arrangement can greatly affect an entire design. The first step to use typography
effectively is to know the basics. You wouldn´t be able to use it well if you are not fully
equipped with the basic knowledge of typography. Here are some things that you need to know about
typography.

1. TYPE FAMILIES
This is important for you wouldn’t be able to recognize fonts and their types if you are
not aware of this. Since you are a designer and you use type in your designs, you
need to have apt knowledge on this.

Image: RichardTheRough
Every font style has different type families. It could be Condensed Bold, Condensed
Black, UltraLight, UltraLight Italic, Light, Light Italic, Regular, Roman, Italic, Extended
or Combined Styles.

2. TYPEFACE

Image: Rachel-Speed

TYPEFACE is usually mistaken with FONT. But they are different

FONTS refers to a specific member of a type family if it is roman, boldface, etc.,

You need to select typefaces that suit the theme of your design. TYPEFACE is divided
into two main categories; the SERIF FONT and the SANS SERIF FONT.

Serif Fonts

Image: JamOff

Serifs are small lines at the ends of character strokes. Serif fonts are font styles with
serifs at every character. These are usually used in books for it guides the eyes from
letter to letter.
Sans Serif Fonts

Image: daveycoleman

Meanwhile, a San Serif doesn’t use a serif. It is usually used in magazine headlines
and in websites for it is easier to read in the computer screen.

3. KERNING, TRACKING and LETTER SPACING

Image: GCORE

Since you already know about fonts, its families and the typefaces, you need to be
aware of these three things now for it affects how a reader will look into your design.
Tracking is adjusting the space between all of the letters simultaneously. Kerning
involves reducing the spaces in between two letters while letter spacing is increasing
the spaces between two letters. This is could be a little detail but would affect the
whole design if you won’t give it proper attention. Spaces are very important to direct
a reader’s eye. If your letters are too crowded, it won’t be interesting to read at and it
will look heavy to the reader’s eye.
4. LEADING

Image: shamoonaltaf

This refers to the amount of space between the lines in a text. This is referred in CSS as line-
height. This is measured from a baseline to another baseline. You should be aware of this for it
greatly affects how readable your text will be. When leading is decreased, the lines of letters get
closer to each other making it appear more compact. Letters tend to collide. If you increase the
leading, it can reduce the pace of the text and could let the readers pause due the white spaces.
Although, more leading can relax one’s eye, it can mislead the reader’s eye sometimes. Too much
leading can cause continuity problems. Hence, you should know if your leading is right or not. Put
yourself in the reader’s shoes and you’ll get the right leading.

5. SIZE

Image: YungRob
The use of different sizes will affect the design and the message of the design. But you’ll
find it really important to use different sizes to give emphasis to some parts of the design.
For instance, in a newspaper, headlines are always bigger that the text for the news story.
On the other hand, banner headlines which are used for the most important news story,
are bigger than the other headlines in the paper. Same as in designing, you will find it
helpful to use various font sizes.

6. ALIGNMENT

Image: guelfi

This might look less important but it is not. It is one of the most important
things to consider when you use type. To know which kind of alignment to use,
you have to consider readability first and the design aesthetics. When you use
an alignment, be consistent all throughout the design. If you use center
alignment for your headline, do that for the rest of the pages. If you use
mixed alignment, it will confuse the readers and might not even continue
reading for it is now an eye distraction. Now, let us take a look at the
different alignments:

Flush Left

Image: guillhermes
Flush Left (or Ragged Right). Text is aligned to the left and is one of the
biggest factors for improved readability. Since, we read from left to right,
this is really effective.

Flush Right

Image: solo-designer

. Flush Right (or Ragged Left). Text is aligned to the right and could be used
to highlight some parts of the text. It can slow down one’s reading for we are
used to read from left to right.

Justified Alignment

Image: kenji2030

Justified. Text at the start and end are aligned to left and right. This looks
clean similar to fitting all the letters inside a box, although, sometimes
other people find it hard to read for there isn’t a visual cue on when the text
line will stop.
Centered Alignment

Image: Postpwned

Centered. Text is aligned to the center. Make good use of this for if used properly,
it can make your work look elegant. Wedding invitations use centered alignments to
express elegance. If you do not use it well, it may create confusion to the readers.

7. CHOOSING SECONDARY FONTS

Image: kniemeyer80

Since you wouldn’t be using a single font in your design, make sure to choose a good
secondary font that will still jive with your primary font. Make sure to use different fonts to
avoid visual confusion but you also have to see to it that there is a good combination.
Your design will look funny and odd if you do not choose your secondary font well.
8. FONT COMMUNICATION

Image: jaysquall

Like colors, fonts also relay a different message depending on its typeface. Every font
communicates a different attribute to a reader. Some look masculine while others look feminine.

There are also some scary looking fonts while some are elegant looking. Choose which one suits
your design. Your font choice can speak for itself

9. TYPOGRAPHY ART

Image: staceygrove
10. LOOK FOR INSPIRATION
Aside from using typography in books, posters and others, it is even more effective when
used in art. You’ll be amazed how some designers played with type and made a totally
unique and beautiful design that will make you love typography. There are various ways
of using type. You can even alter fonts if you want and add some swirls, textures and
others which will make your design livelier.

As always, looking at
other’s work could give you more idea and inspiration in using type. Look at posters,
brochures, logos, websites and others and figure out how they use type. You can get a
lot of ideas from their work. Study existing examples and start with your own.

You can see type anywhere every day. You can see it in the TV, in billboards, in
magazines, in cars and in many other places. Type is everywhere and you could never get
away from it especially that you are a designer.

BEAR IN MIND that what we mentioned here are merely guides for you to make use of
typography. Some people even opt to break the rules but still make a great design. But
also remember that before breaking rules, you need to have a good understanding of it
first. After understanding, you can now play the rules and come up with your own work.
Enjoy using type and you’ll learn to really love it!

TAKEN FROM: http://naldzgraphics.net/tips/what-designers-need-to-know-about-typography/

VIDEOS (opcional): - https://webdesignledger.com/13-inspiring-typography-videos/

- https://www.youtube.com/watch?v=sByzHoiYFX0 VIDEO. BEGINNING GRAPHIC DESIGN: TYPOGRAPHY

- Typography can make or break your design: a process for choosing type:
https://medium.freecodecamp.org/typography-can-make-your-design-or-break-it-7be710aadcfe