Simply put, typography is the art and technique of organizing “type.” It is the written word’s visual component. As a result, it is acceptable to claim that typography has a direct impact on the message and perception of what is being read. In advertising, it also connects the writer’s work with the designer’s creativity.
Consider the following: Text is a collection of words. It’s a word arrangement in the correct order. This text is conveyed by typography.
Consider the text, “I adore typography.” You write it down on paper, print it, or display it digitally. When you do this, you select a font, decide if it should be in bold or italics, and select a size, color, and so on. As a result, the words “I adore typography” can be represented in a variety of ways utilizing typography.
Typography also offers grid-like connectivity between font parts. Typography as art involves high technical attentiveness as well as an abstract understanding, owing to the angle of the curve, its distance, and the usage of negative space.
Fonts and fonts are typographic elements.
What is the distinction between a font and a typeface?
A font is a collection of typefaces with comparable qualities. As a result, a typeface is an independent member of that font’s family. Arial, for example, is a parent font with numerous typeface variations such as Arial Regular, Arial Italic, and Arial Bold, among others. The majority of typefaces are created using the software. Many designers, however, prefer the hand-drawn process for creating new types.
Good typography reinforces the meaning of the text, and the correct typeface is required for this. If you don’t get it correctly, your communication may be missed or misconstrued. Imagine an iconic film character being played by the incorrect hero—that’s exactly what will happen!
How to Choose a Good Typeface
Before you choose a typeface for your business, product, blog, website, or any other content platform, you should be aware that good typography can help you enhance profitability, readership, or consumer engagement.
Product Design: Typeface
In 2009, PepsiCo chose to make significant changes to the packaging of Tropicana, their popular fruit juice product, 2009. PepsiCo altered Tropicana’s historical style to a contemporary, sans-serif-looking font with this major rebranding. They also updated the packaging’s aesthetics, removing the renowned “orange with a straw” and replacing it with a plain glass of orange juice to give it a more spaced-out and clean appearance. The results, on the other hand, went the opposite way.
Within a month, sales fell by 20%, costing PepsiCo millions of dollars. The corporation quickly erased the new look after realizing their error. This was due to Tropicana’s iconic font’s “tropical” jovialness, which appealed to more people. Because the new typeface did not convey that sense, it was swiftly discarded.
While designing a product, use a typeface that completely reflects your brand identity.
Print typeface vs. Web typeface
When it comes to print, choosing a typeface that does not overshadow the text is critical. The capacity of the font Helvetica to remain neutral is one of the key reasons it is so extensively used. It does not convey any emotion or atmosphere, but it does improve the reading of the text.
Begin by selecting a web-safe font from a list such as Arial, Times, Times New Roman, Courier, Verdana, Tahoma, Helvetica, and so on. Avoid using cursive fonts because they make your text difficult to read.
Typography is a visual language art form.
When typography is transformed into a work of art and not just used for information or text, it jumps out. Fonts and typefaces have been transformed into works of art by several brands and artists all around the world. Some artists can convey a significant amount of content in a single creative work, while for others, a simple addition of 2 to 4 characters or words is sufficient to communicate a powerful statement.
Even in motion graphics utilized in animation and special effects, where the sights and sounds are at the center of the film, typography is critical for establishing a visual dialogue. Words in motion capture the attention of the audience more efficiently.
The importance of typography in marketing and branding
• It gives a professional appearance—Any body text written in Times New Roman or Comic Sans will paint a negative image of your brand, which may extend to your products and services.
• An exact representation of brand personality: Typography can express text with a tone and mood, allowing you to make a strong statement about your company while also looking good.
• Message Consistency: When you use the same font and typeface in your digital and print communications, you achieve strong message consistency. This boosts brand recall.
• Establishes the proper tone-Typography assists your customers in associating your brand with the right associations.
Typography can be fun, serious, or artistic.
Typography, as you can see, is all around us. Sometimes it’s under the radar, establishing impressions of your brand on consumers that you may not have realized, and other times it’s a show-stopping work of art. When it comes to direction, a skilled digital marketing agency can not only provide the proper direction for your design but also assist you in establishing a powerful digital footprint for your company.
At Neubrain, we aim to deliver an “art-meets-typography” combination in our work.
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