Concept

Typography is the study of words when it comes to their appearance, whether it’s their design – shape style – application, or even layout. This study is one of the most important tools for professionals in the fields of Design, Communication, Advertising, and Marketing, as it is essential for building brands and conveying various messages.

History

The letterpress printing process originated in the early 15th century with the German Gutenberg, who created the technique of movable dies, which were nothing more than iron molds of the letters of the alphabet. His invention boosted the printing press, which quickly spread throughout Europe, arriving in Latin America in 1539, starting in Mexico. Historically, the printing industry is the starting point for graphic design and printed communication.

Source: Canva

Type = font or drawn letter + Graphia = printing; formerly done using iron molds that left a texture on the paper

A font is made up of the typeface, its style, and size, while types are a set of different fonts.

Typology is the study of typefaces, which has become increasingly popular due to the increasing diversity of font options.

A set of fonts with the same basic characteristics, but with some differences in thickness, width, and size, is called a Typographic Family.

The old typographic method of using iron molds to engrave the design of the letters on paper has long since been replaced by modern printing methods, but nowadays it is still possible to combine both processes for low print runs in order to present a unique and rich visual form, like an engraving.

Main types of font

In typography, the different types of fonts are divided into four according to their shape.

Source: ml paper

Serif

A serif font has small strokes and extensions at the ends. Serif fonts are often used for longer texts, such as those in newspapers and magazines. Because it is visually more comfortable for the eyes, it is the most suitable for longer readings. This type of font also conveys seriousness and respect and can be reminiscent of the traditional.

Times New Roman is the most widely used font in this group, along with Courier and Georgia.

Source: Pinterest

Sans Serif

A sans serif font is the opposite of a serif, i.e. it’s straighter, without extensions. This type of font is ideal for shorter texts because they are neutral, simple, and contemporary. They convey security and joy and one of the most common examples is Arial.

Source: voxel digital

Cursive or Script

Cursive, script, or handwritten type is the type that simulates handwriting. It can be used to write on invitations or cards, as it is usually elegant and expresses feeling. What’s more, the curvier their shapes, the more feminine they are. A good tip can be to combine a cursive font with a sans serif, creating a contrast. Two good examples of this type of font are Monotype Corsiva and Lucida Handwriting.

Source: Fonts In Use

Display or Decorative

Finally, Display fonts are the most “artistic” fonts, which don’t fit into the previous classifications. They are used for commemorative purposes, as they are reminiscent of parties and comics, and can include symbols, drawings, and figures such as animals and objects as well as letters.

Precisely because of these characteristics, they are not suitable for writing long texts. A very common typeface is Comic Sans.

Source: voxel digital

How do you choose the right typeface?

When creating graphic material that will contain text, it is important to pay attention to the type of font that will be used. This is because, as we have already seen, typography conveys other feelings and emotions in addition to the written message.

There are two ways to choose: you can choose an existing font, or you can create a new font.

When choosing to create a new font, the advantage is the possibility of having something unique, with specific characteristics, that conveys the values of a brand or theme, a non-verbal message. With new and ever-evolving digital technologies, it’s becoming easier and easier to create your typography and develop an entire alphabet to create layouts that are completely in line with the interests and positioning of the company or brand.

If you choose to use an existing font, although you won’t be presenting something unique, it is still essential that the font is aligned with the brand, with the PUBLIC you want to talk to, and with the message you want to convey and how you want it to be received. Another essential aspect is accessibility. It’s important to choose an internet source, as not all of them are usable in this digital format. Otherwise, visualization difficulties may occur.

A good source is Google Fonts, a site with many different typefaces for inspiration, as well as being a good place to check the accessibility of your chosen font. Those with a larger family will be easier to use, regardless of the size and format you need.

Source: voxel digital

Pay attention to graphics:

To help you choose the ideal font, one that is not only beautiful but also suitable for your purpose, bear in mind important elements such as:

Composition, colors, and contrast

To ensure good contrast and to guide the eye to follow a specific reading order and convey your message in the best possible way. Use contrasts such as different sizes, font types, and versions of the same font, such as bold and italics

Size

The size of the font is essential for good viewing and reading, whether by the type of audience or device used.

Graphic composition

How content is composed will have a direct impact on its legibility and readability.

Readability: the ease with which one letter can be differentiated from another. For this, it is important to consider color contrasts, choice of font type (serif, sans serif, etc.), and attention to spacing between characters.

Readability: refers to the ease with which the eye absorbs the message. It is linked to the spacing between lines, between words, the use of upper or lower case characters, and alignment.

When creating a layout remember:

 Hierarchy to guide the user’s eyes

When designing the layout, you need to consider the hierarchy of information according to the intention, i.e. which parts of the text are most important, and these are the parts that should attract the reader’s attention. You then need to work on the layout in such a way as to direct the user’s eyes exactly to the most relevant part of the text. This could be a title, a statement, or a quote.

Alignment to organize content

To create a textual structure that is visually clear and easy to read, you can organize the lines of text in 4 ways:

• Justified – All lines start and end aligned, in blocks, either to the right or to the left. This form of alignment requires care, as it can end up forcing greater spacing between words.
• Left-aligned – All lines start at the same point, regardless of their length.
• Right-aligned – Same as the previous format, but with the lines starting on the other side. Suitable for materials with a different layout or format, making reading more natural. It is not recommended for materials with a lot of content, such as books.
• Centered – When the lines are aligned in the center and the ends are irregular. It is often used in magazines to highlight quotes in the middle of an interview, for example.

Spacing – for legibility

It’s the space between the lines that has a big impact on reading the text. Too little or too much space means that the reader’s eyes can’t easily find the content, making it difficult to absorb.

Typography is also a strategy

As we have seen, the study of typography is an essential element of design and has a major impact on the construction and communication of a brand.

It is directly linked to the target audience and, of course, the branding strategy.

Creating a hierarchy helps the reader to move through the content in the desired way and thus convey the main message. By using a few simple techniques, you can direct the user’s attention where you want it – and that’s a strategy worth exploring!

This makes it easier to choose the right typography to convey the right message to the right audience.