What is Typography?

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Typography is the art and craft of arranging type. It’s critically important to the work of graphic designer, content writers and marketing professionals. The choices related to the layout, color scheme and typeface will decide the difference between a good and poor design.

The Basic Elements

Many people mistakenly think that typography is only about font and color, but there is much more to it than meets the eye. First, typeface refer to the name of the text style. The most common typefaces include Arial and Helvetica. Second, fonts refer to the specific typeface style, width and height. The most common fonts include Courier, Calibri, Verdana, Tahoma and Times New Roman. All typefaces come in different sizes. The height of every individual character is called x-height. When pairing fonts together, most graphic designers usually pick a typeface with similar x-height. On the other hand, the set width refers to the area of the body of the letter and the buffering space that follows. The most popular way to measure type is called the point system. One point equals 1/72 of an inch and 12 points equal one pica.

The Advanced Elements

Leading describes the vertical space between each line of words. The leading value refers to the measured distance between one line of text and the line directly above or below. Most publishers select a leading value that is greater than the font size, which is usually 1.25 to 1.5 times the size of the font. Tracking is the space between text characters, which is also referred to as letter spacing. Kerning is like tracking, but only refers to the space in between letters and characters. The line length refers to the standard length of text that runs from left to right and is adjusted through the page’s margins. Hierarchy values guide the reader through making headers large, sub-headings smaller and body types smallest. Size defines the hierarchy value and is accomplished through color, spacing and dimensions.

Why It’s Important

There are benefits to using the right kind of typeface. First, it attracts the reader’s attention and conveys a certain mood or feeling. This influences the reader’s concentration, interest level and willingness to continue reading. Second, visually appealing presentation fonts facilitate communication and audience engagement. From a technical viewpoint, different font and type sizes are used to establish content importance and functions, such as using separate typefaces for headers, paragraphs and bullet points. When it comes to graphic design, the right typefaces helps to create harmony, continuity and simplicity. Finally, for companies and organizations that regularly communicate with the public, the typeface establishes and builds brand recognition.

Online Marketing

Research clearly shows that the right typefaces drive the best results when it comes to content marketing. Research shows that people subconsciously prefer fonts like Arial, Verdana and Comic Sans. Research also shows that the selection of the font will directly impact the reader’s reaction to and perception of the article. This information is extremely useful to marketing professionals who design content and graphics. Business professionals always say that content is king, but they do not realize that their specific typeface may result in the article being regarded as a joker. Because of this, online marketers often collaborate with graphic design professionals to carefully select the right typeface that harmonizes with the content and overall visual presentation.

Whether creating a homework report, a personal blog or a company website, the typography will influence how the readers experience the content.

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