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We are constantly consuming written words whether it’s on our phones, on websites, in books or ads. We are always surrounded by typography and fonts as these two are essential components for memorable design.

While we often don’t give much thought to what typography and fonts are being used for by our favorite brands, typography usually describes the creative design of content on your web pages as it includes such stylized aspects as letter design, kerning and leading while the fonts chosen by designers evoke strong, emotional reactions to deliver carefully-crafted brand messaging.

What is Typography ?

Typography is all about adjusting the text within the design while creating powerful content that provides at the same time an attractive aesthetic. It plays an important role in setting the overall tone of the brand and ensures a great user experience.

What Makes Fonts Important for Desig ?

Fonts are used to highlight important text by establishing information hierarchy and guiding the reader through it without difficulty. They can be of great help to readers when they are looking for specific information as they can simply scan the text for the relevant information thanks to the use of distinctive fonts playing out as bold formatting that influence the user’s sight.

It is universally used by writers on both digital and paper formats to showcase different actions, situations, speech, emotions, and emphasis but also using specific fonts in a company’s communications and designs helps build its brand identity and reinforces recognition.

The difference between Typography vs Typeface vs Font

In the design world, the terms can seem very similar to one another but they’re actually different.
- Typography means the appearance of printed words. It means ‘the art or procedure of arranging type’.
- Typeface means a group or ‘family’ of fonts. Common examples include, Arial, Helvetica and Times New Roman.
- Font, although interchangeable with ‘typeface’, means weight, width and style. For example, bold, thin, regular and black.

How to choose the right font :

The choice of font styles decides how your brand’s communication is perceived as it sets the mood and tonality of the message you want to deliver.

Before selecting a font style for your communications, you have to answers first a few key pointers that would help you make the right choice for your brand :
- What tone do I want my communication to have ?
- Who is my communication addressing ? Kids ? Elders ? Street motorcyclists or meditation practitioners ?
- What actions do I want to invoke when my communication is consumed ?
- How is my communication being distributed ?

Here’s a list of some common fonts that well-known brands have use in their logos and marketing materials :
- Myriad – Visa, Adobe, LinkedIn
- Futura – Paypal, Nike, Red Bull
- Helvetica – Target, Energizer, The North Face, Panasonic, Toyota
- Didot – Giorgio Armani, Zara
- Univers – ebay, Unicef, Western Union

If you want your brand to be unique, you can even make your own font like some brands did such as Apple, Ford and MErcedes-Benz with programs like iFontMaker.
To conclude today’s article, mastering typography for designers is a crucial thing to create great design and make your brand stand out among competitors.
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