25 May

The Power of Typography

    Typography is generally described as the art and technique of arranging words and typeface in such a manner that the language remains readable and becomes much more appealing. But that is merely the surface definition of the matter and there is so much more you can learn about typography that can help you enhance designs and gain more exposure.

    Design is a visual language which, if leveraged correctly, can trigger certain actions in the minds of your prospects. The most essential thing that a design must always have is CONTENT; content that is strong enough to grab the attention of audiences and hold it for at least two seconds.

    This ‘content’ is generally in the form of words and letters that make up sentences and inform your users about your business, services and products. What most people fail to realize though, is that how well typefaces can be used to communicate the message of the brand without even using a single word.

    Communicating Visually

    Design is a blessing for all the modern brands, and companies have started to realize this and use clever design hacks to reel clients in. A great tip for all website managers and developers is that Typography is just as powerful a tool for communication, even more so if possible.

    If you rewind a few years ago when Helvetica hit the market, every brand from every corner of the world embraced the typeface with open arms because of its integrity and boldness. But that was NOT IT; Typography is more than just designing typefaces that have a certain character, it is also about using a mixture of typefaces and using that combination to send a message.

    What is a Typeface capable of?

    A typeface is more than how the uppercase letters are shaped how the lower case letters are styled; it is about how well and how many typefaces and you can combine and still maintain integrity in your design. It is about creating an image of your brand through words and letters in the minds of your audiences, and letting many fonts and their variations with contrasting personalities intermingle to create something highly authentic and original.

    Take a look at the design to your right and observe. The circular form at the side of the page contains more than ten different kinds of fonts that have been used together to form a sort of chaos, and then creating order from within the chaos through color; the designer has managed to keep the focus where it should be. And your eye automatically reads Merry Christmas first.

    While all the other words within the design are multi-colored, the words where the focus was meant to be are white and the background has cleverly been colored a dark shade to bring more emphasis to the foreground.

    This is but one example, Many fonts have similar personalities and can be used to enhance the feel of any kind of designs, whether they’re posters, banners, web pages, brochures, or any other item that combines shapes with typefaces to send a message.

    Typography, in simple terms, goes beyond what you can read and see, what the shape of the letters is, and what they make audiences think. Rather, it is about the feel of the typeface (i.e. strong, weak, lean, bold, italic) and what message it sends (i.e. professional, casual, serious). Take a look at the Coca-Cola logo or McDonald’s logo and you’ll see more about how a typeface speaks volumes about That is what Typography is capable of, communicating an identity of your brand without any added aids; simply words and letters.

     

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