By choosing the wrong font, many "ruin" their projects, because even if the rest is really brilliant - the wrong font can ruin everything. We understand aesthetic text, what fonts are and what else is important in the design of the text part of the design.
This is probably one of the most common problems faced by inexperienced graphic designers.
But first...
Let's define:
- What age and gender is your offer addressed to?
- Are the services or products intended for a general or narrow audience?
- Is it a "brand for everyone"?
- Or is the target very precise, like educated women aged 25-35 from big cities?
- What are the values of the company and what does it want to convey to the recipients?
- Is the brand strictly exclusive or maybe childishly cute?
Write down the answers to these questions! They will help you with the final choice of font, which we will detail in this article!
Typography - what is it?
Typography is one of the most important design issues and the challenge of choosing the right font for a project should not be underestimated.
Typography is the medium by which the content of a text is visually shaped.
The choice of this form, which significantly affects the readability of the text and the feeling of the reader, depends on hundreds, if not thousands, of available fonts. Typography can be neutral or evocative, it can reflect artistic, political or philosophical trends, or characterize a person's personality or a company's ideology.
Typography is not a static field, it is constantly evolving. A number of typefaces in use today are based on designs developed in early historical eras.
Roman majuscules and Carolingian minuscules, introduced at the dawn of the printing industry during the reign of Charlemagne as a standard in effect in the 15th century, are still widely used today.
- Size
Font size historically refers to the size of printed fonts. Font size comfortable for reading from 8 to 14 points. It is important to understand that changing the case of letters in the text introduces a gradation of the importance of a given piece of text. It is the font size that determines what will be read first, and therefore text written in a larger font will be read first.
- Legibility and legibility
These are important factors to consider when choosing the right font for projects. Each font used should be legible and easy to read. The legibility of the font affects the appearance of the design. Legibility - determines how easy it is to distinguish between different characters in the text. Determining factors: uppercase, lowercase letters, contrast, etc.
On the other hand, readability is how easily a reader can locate text on a printed page or screen . Unlike legibility, legibility is about understanding and assimilation of the content of the text. These two factors should be effectively combined. The font should be legible and readable as it will enhance the overall look of the project.
- alignment
Justified text results in a change in spacing between words. In such a text, with a large number of long words, there are very large free spaces between them. They, in turn, create sequences of white surfaces that visually connect to each other in several consecutive lines of text. This is quite common in automatic text processing.
During alignment, in addition to too large gaps between words, you should also beware of hyphens at the end of a line. If you are in doubt about how to align the text, align the block to the left. In Western culture, we read text from left to right, top to bottom. Therefore, left alignment makes reading more comfortable.
- Character
As you can see, different fonts evoke different associations. We don't even realize that we automatically assign personality traits to them. There are fonts that are sad or joyful, playful or serious. We can use this to help the reader better interpret the content of the text. On the other hand, if the character of the font is incompatible with the content, the reader is less able to absorb the information.
For example, in the design of a site selling children's things, a children's font is appropriate, for example: Walt Disney Script. This font, used in the project, takes you to the world of fairy tales, dreams, allows you to go back in time and evokes positive emotions. Another font that is suitable for design aimed at children is Comic Sans.
Basic font classification system
How are font families classified? based on their characteristics. There are the following: serif fonts, sans-serif fonts, decorative fonts.
- Serif font
Serifs make it easier to recognize characters, making it easier to follow text. This makes a block of text in this font much easier to read.
- Sans serif font
Sans-serif fonts, as you might guess, are devoid of serifs. Therefore, long texts in this font are usually quite difficult to read. Hence, it is most commonly used for headings, subheadings, and other additional text.
- Decorative fonts
A combined group that includes handwriting-like fonts, Gothic fonts. Chosen "on occasion". So, for example, a handwritten font is used to design invitations, business cards.
Font parameters, i.e. its weight, color and size
- Thickness
The weight of a font is its thickness. This should be taken into account in the design of each project. It is worth remembering that bold text is always read first, as it attracts attention.
Therefore, it is recommended to use fonts of different weights:
- the boldest font in the main heading
- slightly less thick in subheadings
- plain text already with normal weight
- Color
Color is also an important point, and affects how the text is read. Part of the text written in a different color from the rest will be more "visible". This is a great opportunity for the designer to draw attention to certain parts of the statement in order to emphasize something important. Black text on a white background is best read , but graphic designers have long begun to deviate from this rule.
You can select shades of text and background that are contrasting and consistent in terms of color differences. You can freely play with the font colors in your design. For dark blue text, the background can be either blue or orange. However, it is important that the colors do not "conflict" with each other. If you lack artistic flair, don't forget to check the color match.
- Contrast and highlight
Remember you need contrast! Proper use of bold, underline, etc. is very helpful. This makes the text more readable and transparent. The reader often looks for phrases that will interest him when viewing the text, and then reads a piece of text next to them. If you want the design to be perceived as you intended, pay attention to these fragments. Of course, be careful not to overdo it, the whole effect can negatively affect the readability of the text.
Identification of need
Of course, you can use different fonts in your project, but if you are not experienced in this, you should not experiment too much. It is safer to combine no more than two or three fonts. However, it is important that they all complement each other. For example, you cannot combine fonts with serifs and sans-serifs. It is better to combine them with grotesque or handwriting-like ones. One more bold to draw attention, and the other more serious and elegant to give the first aesthetic and balance the whole composition.
Don't use too many fonts in your design! Remember that the smaller the fonts, the more harmony. Of course, perfect harmony is not always our goal. Sometimes it pays to add some exciting chaos to it. However, be careful with this, so as not to go from a bold composition to a complete failure.
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