Typography, or the art of type, is one of numerous core concepts in graphic design. If you’ve ever visited a website or viewed an ad with a font that was difficult to read, then you know firsthand the impact typography can have on an overall design.
For those passionate about graphic design, typography is one central area of the field that’s necessary to understand. This includes not only the basics of font psychology and the importance of typography in design but also best practices and techniques for incorporating the right typography into your own work.
Understanding Font Psychology
One of the most essential concepts within the realm of typographic design is that of font psychology. With a solid understanding of font psychology and how it operates in the graphic design world, you can choose fonts for your own designs with greater confidence.
The Basics of Font Psychology
In simplest terms, font psychology refers to the study of how different fonts can affect the emotions, thoughts and even behaviors of those who perceive them. Although we don’t think about it often, there can exist strong associations between certain fonts (or font types) and our own emotions.
For example, many people associate serif fonts with being more sophisticated and traditional. Script fonts, on the other hand, are generally viewed as being more fun and creative. Meanwhile, sans serif fonts may have a cleaner, simpler look to them or evoke feelings of informality and open-mindedness.
The idea of font psychology extends beyond looking merely at different types of fonts and their associations to encompass other factors like:
- Weight
- Spacing
- Use of capital or lowercase letters
Choosing the Right Font
With a better understanding of the common emotions and associations that people tend to have with certain types and styles of font, it is easier for graphic designers to make a suitable font selection for their own print and web designs. For instance, a designer looking to create a professional-looking and formal website might want to stick with serif fonts (possibly with some sans serif in the mix, too) while shying away from script options. Script fonts may be suitable when designing something like a childcare center logo, assuming that the font is easily legible.
The Importance of Typography in Design
Although much of graphic design revolves around the effective use of space and color, there’s really no overstating the importance of typography in graphic design and visual communication as a whole. In fact, many designers would agree that the purpose of typography is twofold. First, typography must communicate the message being relayed. Secondly, typographic layout should be an extension of the overall aesthetic of the document. In this sense, effective typography can very well serve as its own design element.
Role of Typography in Visual Communication
From a visual communication perspective, typography ensures that the message being communicated to the reader comes across loud and clear. In considering the role of typography as it relates to visual communication, designers need to make sure their font choices are readable and easily legible—and that text is presented in a way that properly communicates the overarching sentiment and tone of the message.
Typography as a Design Element
Of course, typography can serve as its own unique design element as well. We’ve already discussed how different types of fonts can be used to evoke different emotions, just as any other design element on the page (or screen). Typography can also be used to establish or build a brand identity while enhancing the overall aesthetic of a document.
Legibility in Design
Another key aspect of typography in graphic design that cannot be overlooked is legibility, which refers to how easily a font can be read or perceived by the average user. Ensuring that text is legible and readable as part of a design is critical to maintaining cohesive typography and branding.
Factors Affecting Legibility
Various factors can affect the legibility of a text, beginning with the basic choice of font. In some cases, complex fonts (such as script fonts) can have accents and flourishes that make the individual letters difficult for readers to discern and put together.
In addition, color and background color influence legibility. A very light-colored font on a white background may be difficult for readers to see, whereas overly bright colors and backgrounds can also affect readability.
Other factors such as font size and weight of the text can affect overall legibility—so designers should always take these into careful consideration in their work.
Improving Legibility
Designers should keep in mind some basic tips and typographic principles to enhance readability, avoid common mistakes, and yield more accessible typography for all readers, including those with visual impairments. Applying these practices, graphic designers can ensure they are using legible and accessible typography in their work.
For starters, choosing a simple and readable font is key. If a more unique font is to be used, it should be mostly designated to titles or headings. Otherwise, the bulk of a text should generally be in a serif, sans serif or similar font.
Use of color is also essential in ensuring legibility; in general, greater contrast is better. For example, a black font on a stark white background will be much easier to read than a yellow font on a bright green background. Aim for opposing, complementary shades based on placements in the color wheel.
Color and Typography
Speaking of color and legibility, it is also important that graphic designers understand the relationship between color and typography in their everyday designs. This goes beyond simply choosing fonts and background colors that will be easy to read.
The Relationship Between Color and Typography
Color can be used in many creative ways in typography design. Like font choice, for instance, text color can evoke certain emotions or help readers create specific associations in their own minds. Meanwhile, font colors and schemes have the power to establish a sense of harmony or even help certain ideas stand out within a document.
Color Schemes and Typography
Numerous types of color schemes can be used in typography to create specific effects. Some of the most common schemes in typography include:
- Complementary colors – This involves the use of backgrounds and font pairings on opposite ends of the color wheel from each other to create a high-contrast design that stands out.
- Triadic colors – This entails using three main colors (usually evenly spaced apart on the color wheel) to bring a sense of harmony and brightness to a design.
- Analogous colors – This refers to colors that are directly next to each other on the color wheel to create a balanced design.
Typography Best Practices
As an aspiring graphic designer, mastering typography is something that must come with plenty of practice plus a fair amount of trial and error. Still, there are some basic best practices for designers of all levels to consider when experimenting with creative typography in their work.
Fundamental Typography Rules
One foundational typography rule to keep in mind as a graphic designer is the idea of typography hierarchy. This is the idea of organizing text (including the use of different fonts) so that a document or design is easily readable and the necessary information can be understood without too much effort on the reader’s part. When following typographic hierarchy, it is crucial to use the right scale, colors, alignment and font sizes to call out different components of a text as needed.
Some other fundamental typography rules for designers include:
- Using contrasting font pairs (such as serif headings combined with sans serif body text).
- Limiting the number of fonts used in a design.
- Using white space effectively.
Advanced Typography Techniques
As you become more comfortable with basic typography practices, you can get a little more creative with some advanced techniques. You might consider, for example, experimenting with reflections, drop characters and other unique features in your favorite design software as your confidence grows.
Typography Design Tips
If you’re still in the beginning stages of learning graphic design and typography, you might benefit more from some basic tips.
Tips for Beginners
Newer designers will want to remember the concept of font pairing, which involves choosing and incorporating fonts that contrast while harmonizing the overarching design. When it comes to font pairing, it is important to use no more than three different fonts; otherwise, the design can quickly become too busy and cumbersome to read.
Another useful tip for new designers is the rule of doubling point size. Simply put, this means that if you are using a 20pt font for a headline, a 10pt font will be suitable for the rest of the body.
Advanced Tips for Experienced Designers
As you become more experienced, you can explore advanced typography methods, such as experimenting with kerning and using grid systems to craft unique designs.
Typography for Web Design
When it comes to typography specifically for use on the web, there are considerations specific to this platform that you may not have to think about as much when designing for print.
Web Typography Basics
Above all else, remember that not all fonts may be readable on every user’s screen. If a user doesn’t have a certain font downloaded onto their device, it may not come across the same way on your screen as it does on theirs. With this in mind, it is generally best to stick with common fonts and typefaces when designing for the web unless you are using file formats (like .pdf) that will transfer.
Enhancing Web User Experience With Typography
Remember, too, that typography choices can have an impact on the overall user experience. When fonts are properly spaced and easy to read, your website’s user experience can be improved. On the other hand, clashing font colors or font choices that are too elaborate may have the opposite effect.
Learn More About Graphic Design at Rocky Mountain College of Art and Design
Whether you are designing for web or print, typography can make all the difference in the legibility and perception of your finished product. Fortunately, there are plenty of strategies and best practices that even beginning graphic designers can follow to make the best font choices and typography design decisions. From there, it is possible to create truly stunning designs that incorporate text while achieving your goals.
Are you passionate about all things typography and graphic design? It may be time to pursue a formal education in the field. With a degree in graphic design, you can stand out to potential employers while building the foundational skills needed to thrive in this competitive industry. At Rocky Mountain College of Art + Design, we offer both an on-campus and online Bachelor of Fine Arts in Graphic Design program, in which students have the opportunity to develop their talents and bring their creativity to life. Learn more by dropping us a line, or get started with your online application for enrollment today.
