There are two kinds of people in the world. Those who have never given typography, typefaces, point sizes, line lengths, line-spacing, letter-spacing and kerning a thought. And those who are obsessed with tracking and kerning and talk about anything else to the extreme. Most people are in the first group and minority as us design lovers care because of good typography and typeface etc. have a key role in communication even if most people don’t notice it. It’s a fact that the organization’s choice of typography can have a major impact on how that organization is apparent by the outside world. On that basis, it’s worth taking some time to learn what’s the best way of choosing a typography, and what to study whilst doing so.
Here’s a step by step guide for making your choice easier and for checking if your agency has done the right thing.
1. Keep it clear
Typography is created to give extra life to the text, but there are times when typography designers overdo it and end up creating typefaces that can barely be read. Some typography may also be too thin to read, while some may be too colossal that it’s hard to distinguish one letter from another when an entire word is spelled out.
2. Communicate the brand
What does the brand represent? What are the goals? What image does the brand want to have? What do you want your audiences to think the moment they see the design? If the typography you choose aligns with the brand and its goals, then this is probably the correct typography for the brand.
There’s an easy trick to ensuring you don’t go too far wrong here. Write down 4 or 5 words that characterize the brand. Then do some research about the typography you are considering. Do the same sort of words appear? If they do, you’re probably on the safe side.
3. Criteria of a good typography
- Pairing. You will need more than one typography to make a design work, especially for a webpage. The typography you use is similar enough to complement each other but different enough to show the distinction between them.
- Size. Better readability would also mean using larger sizes. Titles would have to be large enough to be noticed, but not too large that it overpowers the rest of the text.
- Hierarchy. Every design has a hierarchy to all the aspects. The subtitles should be smaller than the title, but not too small that the emphasis is taken away from it.
- Leading. Leading is the amount of space given between each line of text. The smaller the typography, the smaller leading that it would also need in between the lines. The bigger the typography, the larger the leading as well.
- Tracking. If leading decides how much space there is between lines, then tracking decides how much space there is between letters.
- Color. Color is not exactly one of the main aspects that come with choosing the perfect typography, but it significantly affects the end-product.
- Dare to be different. Getting inspiration from other designs, this does not mean that you will make your design the same. You must find ways to make your design stand out.
If you follow each of these steps, you should ultimately find yourself with a typography that will work for your brand in almost any situation. Are you ready to create a masterpiece? Or let us craft your brand or organization for the ever-innovating world, work with us!