When you’re reading pamphlets, blogs or websites, sometimes you come across content that somehow appealing and really easy to be read. Aside from the great writing skills, typography is also playing an important role. Typography is an art of arranging type. It’s not just about the font type, but also typeface, color, and layout.
In every media that use words to convey the message, knowledge of typography is a must. That’s why graphic designers, content writers, and even marketing experts usually have excellent cognition of typography.
Since the internet has become a common media of information, typography has also become more important, especially for online marketing. Beautiful typography might drive more readers. Content is indeed important, but typography could also affect the overall reading experience.
In general, certain typography can convey a specific feeling for your readers. For example, Sans serif is simple and easy to read, so it’s good to convey a straightforward message. If you write a topic about women’s lifestyle, then Script is a perfect choice because of it’s fancy and elegant. Furthermore, beautiful typography also can be a deciding factor whether the readers would continue reading your content or not. Ultimately, it can also help in establishing your brand recognition.
If you want to create beautiful typography, then you have to master the basic and advanced elements of typography. The basic element is typeface. Typeface refers to font style, width, and height. The most common typefaces are Serif, Sans serif, and Decorative. Try to use minimum varieties of fonts to keep your design simple and easy to be read. Three different fonts are maximum.
Advanced elements of typography consist of leading, kerning, and hierarchy. Leading or line height is the vertical space between lines of text. For web and print design, the perfect line height is around 1.25 to 1.5 times the size of the font. Kerning is the space between each character. It’s usually applied in headers. Lastly, hierarchy consists of <H1> as the main header, <H2> as the subheader, and so on. Different hierarchy usually uses different size, typeface or color.
Creating a design with beautiful typography is not an easy task. You have to master many elements and combining them into a perfect design. Practice is the only way to achieve that!