Typography is one of the most important aspects of design (you might even say, it’s one of our most essential tools as designers). You might be thinking, “but why is it important to me or my company?” We’re glad you asked! There is no job too small for typography to make a difference.
Let’s start with the basics – what is typography? In a very simple answer, typography is the art of arranging letters and combining typefaces in an engaging, legible, and visually appealing way. It creates and guides the reader’s experience. Interested yet?
Here are a few of the top reasons why typography matters and makes a difference in your communications:
It Sets the Tone
Typography can convey a mood or overall feeling. When selecting a typeface, you are pairing a visual style with the written words and setting the stage for everything you’re about to communicate. Whether your goal is keeping a message on brand or trying to make a statement stand out, there are many different ways to express a message visually.
As Ellen Lupton put it in Thinking with Type (if you haven’t read this book yet, we highly recommend it) typography gives a physical appearance and attributes to messaging. Think of language as a person, and typography as its physical body!
It Tells a Story
Typography is used to communicate messages and share information. The size, style, scale, weight, and context all matter to appropriately tell the right story. These factors contribute to how the message is communicated and establish the hierarchy and importance of information. The composition of these elements allows for easy readability (or not). It’s visual storytelling, in a nutshell!
It Shapes Experiences
Like we mentioned above, typography creates the visual hierarchy of information (whether it’s in a novel, on a website, a poster, etc.). How it’s used, and the placement, size, and spacing (all the details designers fuss over) contribute to how effectively a message can be conveyed.
For example, think about how much noise is on the internet. If you use typography effectively on your website, even readers who are only interested in quickly scanning the page will be able to pick up your key points. When you consider not only what you’re saying but how you’re choosing to communicate it, your message can be much more impactful and reach more people.
It Builds Recognition
A big role of typography is creating consistency and recognition for a brand. It creates harmony throughout all platforms and materials, from print to digital. It allows viewers to easily link all the aspects of your brand together because it sets a style and expectation for your communication. Ultimately, typography can build the overall voice and character of a brand. It’s the piece that ties together what you do, how you do it, and how you want to express it to those around you.
Want to make sure your typography is telling the right story? You’ve come to the right place! Typography is one of our areas of expertise, and we’d love to make sure your brand and all its assets are communicating the story you intended.