Typography Fundamentals

Typography is an integral part of design, impacting how text appears and communicates with the audience. In this blog post, we will explore the basics of typography, including different types of fonts, their applications, and essential typographic concepts. Understanding these fundamentals will help you create visually appealing and effective designs.

Introduction

Typography is everywhere we look—in books, websites, street signs, product packaging, and more. It refers to the style or appearance of text and the art of working with text. Whether you're creating documents for work, school, or personal projects, understanding typography can make a significant difference in your work.

Types of Fonts

Serif Fonts

Serif fonts are characterized by small strokes attached to the main part of the letter. These strokes, or serifs, give the font a classic and traditional look, making serif fonts a great choice for more conventional projects. They are commonly used in print publications, such as magazines and newspapers.

Sans Serif Fonts

Sans serif fonts do not have the extra strokes that serif fonts do—hence the name, which means "without serif" in French. This style is considered more clean and modern than serif fonts. Additionally, sans serif fonts are easier to read on screens, including computers, smartphones, and tablets.

Display Fonts

Display fonts come in a variety of styles, such as script, blackletter, all-caps, and decorative fonts. Due to their unique and often elaborate designs, display fonts are best used for small amounts of text, such as titles, headers, and in graphic-heavy designs.

Choosing the Right Font

Fonts have their own language and personality. They can convey a range of tones—from casual and neutral to exotic and graphic. Therefore, it's crucial to think about your message and pick a font that aligns with it. Some fonts, like Comic Sans, Curlz, and Papyrus, have gained a reputation for being outdated and overused. While there's nothing inherently wrong with these fonts, they may not always be the best choice for professional designs. Instead, consider using alternative fonts with a similar look but without the negative connotations.

Font Pairing

When deciding which fonts to use in a project, remember that less is more. It's generally best to limit yourself to one or two fonts per project. If you need more contrast, try repeating one of your fonts in a different size, weight, or style. This trick is nearly foolproof for creating interesting combinations that work well together.

You've probably heard the saying "opposites attract." This concept can also be applied to font pairing. Don't be afraid to combine font styles that are different but complementary, such as sans serif with serif, short with tall, or decorative with simple. While this can be challenging at first, looking at other designs for inspiration can help you get the hang of it.

Key Typographic Concepts

Hierarchy

Hierarchy is used to guide the reader's eye to what is most important in your design. It shows them where to begin and where to go next, using different levels of emphasis. Establishing hierarchy is straightforward: decide which elements you want the reader to notice first and make them stand out. High-level items are usually larger, bolder, or different in some way.

Leading

Leading, also known as line spacing, is the space between lines of text. If you're unsure how much line spacing to use, the default setting is usually fine. The goal is to make your text as comfortable to read as possible. Too much or too little spacing can make it unpleasant for the reader.

Tracking

Tracking refers to the overall space between characters, sometimes called character spacing. Most programs allow you to condense or expand this space based on your needs. In some designs, adjusting tracking can create a specific artistic effect or help fix fonts that are poorly spaced to begin with.

Kerning

Kerning is the space between specific characters. Unlike tracking, which affects the spacing uniformly, kerning varies over the course of the word, as each letter fits together differently. Some fonts have what is known as "bad kerning," where certain letters look improperly spaced. If a font you're using has bad kerning, it's usually best to choose another font.

Conclusion

Well-crafted text can make the difference between an ordinary project and an extraordinary one. Even if you're just starting with design, an interest in typography will help you notice more, see more, and do more in your work. By understanding and applying basic typographic principles, you can enhance the visual appeal and effectiveness of your designs.

We hope you enjoyed learning the basics of typography. Don't forget to check out the rest of our design topics, including color, images, and composition.