Typography is much more than just the choice of a beautiful font. A well thought-out font design subconsciously influences how content is perceived and what effect it has on the end consumer. People often have an unspoken expectation or idea of what a font should look like for a particular industry. Just as colors evoke different associations, fonts also have their own effect and follow unwritten rules in certain industries.
Technical companies such as car brands, for example, rely on straight-lined, sans serif typefaces to radiate dynamism and modernity. A winery, on the other hand, often uses ornate fonts to convey elegance and tradition. Kindergartens or toy stores usually resort to playful and individually arranged fonts that express fun and creativity.
Typography not only influences the aesthetics, but also the readability and comprehensibility of content. A clever choice of typeface can make a design appear professional, modern or elegant, while ill-considered typography can disrupt the flow of reading or appear unprofessional.
What is typography?
Typography refers to the design of type in printed and digital media. It includes the selection, arrangement and combination of fonts, sizes, spacing and contrasts to ensure optimum legibility and aesthetics.
The history of typography ranges from Johannes Gutenberg's printing press to modern digital design. While printed fonts used to dominate, web typography plays a particularly important role today - be it on websites, in social media or in apps.
Well-chosen typography not only ensures an appealing look, but also contributes significantly to comprehensibility, accessibility and user-friendliness.
Basic elements of typography
1. fonts - serif fonts vs. sans serif fonts
Fonts can be divided into two main categories:
- Serif fonts (e.g. Times New Roman, Garamond) have small lines at the ends of the letters, so-called serifs. They have a classic, elegant look and are particularly suitable for printed media.
- Sans serif fonts (e.g. Helvetica, Arial) have smooth letter ends and appear modern, clear and straightforward. They are preferred for use in digital media.
The deliberate selection of the right font is crucial for the desired effect and legibility.
2. font sizes & hierarchy
Font sizes help to structure texts and make content easier to understand. A clear typographic hierarchy consists of:
- Main headings that are the most striking and introduce the topic
- Subheadings that structure subitems
- Continuous text that is displayed in an easily legible size (e.g. 16px for web texts)
This structure makes it easier to scan content and significantly improves the user experience.
3. line spacing & line length
The space between the lines has a significant influence on the legibility of a text. A line height of 130 to 150 % of the font size is ideal to create a pleasant reading experience.
Line length also plays a role: ideally, a line should contain 50 to 75 characters so as not to tire the eye. Too narrow a line spacing makes reading more difficult, while too wide a spacing breaks up the coherence of the sentences. A good balance is crucial to optimize readability.
4. font contrasts and combinations
A harmonious design is created by combining two to three well-matched fonts. Contrasts between headlines and body text, for example using bold and thin fonts, help to structure content and make it easier to understand.
However, you shouldn't combine too many fonts, as this can quickly become restless and confusing.
Common mistakes and best practices
One of the most common weaknesses in typography is the lack of uniformity in the typeface. If different design materials such as websites, print products and social media are not uniformly designed, the brand identity suffers and the recognition value is lost.
Another mistake is the use of too many effects such as shadows, gradients or distorted fonts. These can impair legibility and make the design appear unstable. Fonts should always be clear and easily recognizable - a simple, legible font is often more effective than elaborately designed typography that is difficult to decipher.
The careless use of capital letters can also be problematic. While they are ideal for short catchwords or logos, they make longer texts more difficult, as our brain processes upper and lower case letters better.
A poor choice of colors can also lead to problems. Black on white offers the best legibility, while colored text on a dark background quickly becomes illegible. You should be particularly careful with neon colors or shades of grey that are too weak, as these can quickly become straining for the eyes.
Ultimately, it is important to realize that typography is not just an aesthetic tool, but plays a functional role in communication. The combination of an appealing design and high legibility ensures a professional and effective visual identity.
Conclusion: Why good typography is crucial
Typography is not just a design element, but an essential part of any visual communication. Well thought-out typography provides a clear structure, improves readability and supports a company's brand identity. The right choice of fonts, spacing and contrasts can make content easier to grasp and convey in a targeted manner.
Good typography not only increases user-friendliness, but also underlines the professionalism of a company. It helps to create a strong visual identity and optimize brand communication across different media. Whether website, print product or social media - the right font choice makes all the difference and contributes significantly to the perception of a design.
Want to optimize your typography? We at contrasts will help you develop a coherent typeface that makes your brand professional and unique. Get in touch now for a consultation!
