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Guide to Typography Design, Examples,Rules and Different Types.

typography in visual design

Great typography design does not depend on ornamental crutches to stand up. Nevertheless, with all the resources and expertise that we have at our fingertips, we are readily accepting glamorous typography, with cheap tricks used in a vain effort to make it pop. This ancient art may gain attention undoubtedly, but do we give it the reverence it deserves?

Every aspect of work in advertising helps determine its success. There are numerous different pieces when it comes to successful brand marketing and advertising, from unique and timeless logo concept and unified corporate branding to straightforward copywriting, and targeted ad positioning. Typography design is one of the most important and most commonly overlooked and misrepresented aspects of them all.

What is Typography Design?

Typography is the craft and strategy of organizing type to make written text, when presented, legible, recognizable, and appealing. The type design includes choosing typefaces, point sizes, line lengths, line-spacing (leading), and letter-spacing (tracking) and changing the distance between letter pairs (kerning). Even the word typography refers to the form, design, and presentation of the letters, numbers, and symbols that the method produces. Type design is a loosely knit profession, often thought to be part of typography. Most typographers may not design typefaces, and certain typographers do not find themselves, typographers.

  • Fonts vs Typeface

Historically, many fonts from the same family were used in a typeface, while a font was a different type of weight, width, and scale within that family. Using these terms interchangeably would be wrong, often people do it.

Typeface robot in typography

  • What Is Typography in Web Design?

Unambiguously placed, web typography is the way fonts are utilized when creating websites. Web typography has grown from only having a set of web-safe fonts to designers using practically every legally approved font in their web designs.

Typography and Graphic Design

Typography is an imperative element that elevates design and gives it a personality. Typography design is a means for artists to use text as a symbol to communicate a meaning regarding a company. For graphic designers, this design aspect is important not just for creating the identity, conveying a message, but also for securing the interest of the audience, creating hierarchy, brand awareness, unity, and defining the meaning and mood of the brand.

Type Anatomy

Typography goes far deeper than the definition of typefaces and fonts. While there are thousands of typefaces, and each has its distinctive characteristics, typography founders have given the typography elements names and terminology. It is pivotal to learn typography design and produce excellent designs.

type anatomy

  • X-height: The x-height is not necessarily a part but a calculation. This tests the height of all lowercase letters being part of the same typography design. It is called x-height since what defines the length is the letter x of each typeface.
  • Cap height: The height of the cap is a measurement of all capital letters inside the same typeface. The most accurate representation can be used in flat bottomed characters such as letter E.
  • Ascender: An ascender is a vertical stroke that stretches over x-height upwards.
  • Descender: A descender is a vertical line running under the x-height.
  • Stem: In erect characters, the stem is the central vertical stroke. When a letter contains no verticals, such as a capital A or V, the stem is called the first diagonal line.
  • Stroke: A stroke is the main vertical diagonal line in a letter.
  • Bar: A bar is a horizontal outline in letters such as A, H, e, and f.
  • Serif: A serif is a narrow line at the beginning and end of strokes. Serifs are what give a serif or sans serif a typeface. The serifs can have different shapes: hairline, square/slab, wedge. They may both be bracketed or un-bracketed, indicating their stroke relation is rounded or upright.
  • Terminal: When a letter contains no serif, the end of the stroke is considered a terminal.
  • Bowl: A bowl, as in the letters d, b, o, D and B, is a stroke that produces an enclosed curved area.
  • Counter: The counter is the room filled with letters like o, b, d, and a. Counters are often produced via bowls. A link is a stroke that links the bowl and loop of a lowercase g on two accounts.
  • Swash- A swash, of every capital letter used at the beginning of a paragraph, is an elegant or decorative alternative to a terminal or serif. The composition with swashes at the end of the lines is adorned. Calligraphy is full of swashes of all sorts, extending from ascenders at the top, bottom, and also in the middle.
  • Spur: A spur is a slight extension that drifts off the focal stroke on several capital Gs.
  • Typographic mastery requires commitment and a love for creativity and fantastic design. To grasp typography and to enjoy it, you can spend some time studying the form of the past. Its remarkable how many developments have been produced, throughout the history of type design and typesetting.

Typography Rules

  1. Kerning – Kerning is the process of fine-tuning the space between characters to create a smooth, seamless pair. The primary purpose is to ensure that the gap between each character is aesthetically pleasing and produce a well-arranged text. It is used because you need to shift one letter, and it is too far or too near to other characters. Usually, as designers produce wordmark logos, they monitor the kerning from letter to letter, ensuring that the word is perfectly balanced and polished.
  1. Tracking – Tracking is the proportional space in a text collection between all the letters. Being able to adjust the tracking allows us to fit more characters in a limited space or to spread them if they are too close. By spreading the tracking or tightening it, all the text will look organized.
  1. Hierarchy – Typographic hierarchy is how you highlight the importance of lines as opposed to others. Therefore, the order in which the viewer collects information from the design is permanent. It is achieved by directing the motion of the eyesight by visual hierarchy.
  1. Leading – Leading defines the vertical spacing between each line of the text. It is called so because strips of lead were used in the days of metal typesetting to distinguish type lines.

typelines of typography in visual design

Types of Typography with examples

Most typefaces may be divided into four common groups- those with serifs, the ones without serifs, scripts and decorative forms. Over the years, typographers and typography researchers have built various schemes to categorize styles more accurately – some of these schemes have sub-category levels. A classification technique may help define, sort and mixing forms.

1. Serif Type Styles


These are the oldest and most common typography typeface of different styles. This typeface has feet like design – a characteristic which makes it more legible, and at the same time carries traditional atmosphere, reverence, comfort, and durability.

  • Old Style

Examples: Adobe Jensen, Garamond, Goudy Old Style.

  • Transitional

Examples: Baskerville, Perpetua

  • Neoclassical & Didone

Examples: Bodoni Classic, ITC Fenice

  • Slab Serifs

Examples: Museo Slab, Rockwell, American Typewriter

  • Clarendon

Examples: Bookman, ITC Charter

  • Glyphic

       Examples: Albertus, Cartier Book, New text

2. Sans Serif Type Styles


Although serif typeface has feet, on the other side, sans-serif (where sans serif means “without serifs”) loses the adornments and feet that the serif has. This stirs the feelings from the viewer about cleanliness, modernization, objectivity, and peace. However, different weights of this typeface can display various ambiances.

  • Grotesque

Examples: Franklin Gothic, News Gothic.

  • Neo-Grotesque

Examples: Helvetica, San Francisco, and Roboto

  • Humanistic

Examples: Gill Sans, Verdana, Lucida Grande.

  • Geometric

Examples: Futura, Avenir

3. Script Type Styles


Script typefaces show a similarity to handwriting as suggested by the term. It also provides an atmosphere of beauty, imagination and a girlish aura. Although the script typefaces are lovely, the use in print-outs and web documents on body text is not recommended. Two simple classifications exist: formal, and casual.

  • Formal

Examples: Bickham Script, Snell Roundhand, Kuenstler Script.

  • Casual

Examples: Brush Script, Bianca, Mahogany Script

  • Calligraphic

Examples: Belltrap, Blaze, Vivaldi

  • Blackletter & Lombardic

Examples: Goudy Text, Monmouth, Engravers Old English

4. Monospaced Type Styles

Each character takes up precisely the same amount of space on the page or screen. Smaller characters have more space across them to make up for the difference in width. Varieties include Serif and San Serif.

Examples: Courier New, Consolas, Source Code Pro

5. Decorative Type Styles

The most visually striking fonts are expressive, special, welcoming, enjoyable, show typefaces. While most of this typeface ‘s styles are too difficult and decorative, there are those that are genuinely suitable for use as headers and titles.

Examples: Broadway, Cooper Black, Curlz

Know where to look

The best and worst element about Web is that it has a lot of data so you can catch anything you want. Nevertheless, to get the appropriate answer, you have to search at the right location.

We recommend using Google Fonts . Google Fonts’ exceptional attribute is that it offers you a broad choice in various languages. By writing your data, you can check it, then conveniently add it to your website.

google fonts

Conclusion

Much like humans, in the world of design, typefaces have their position and function to accomplish. They can function as a writer whose narratives will attract the interest of his readers. It’s just a matter of appropriate placement, where and where they should be used, and what other styles, where combined, could work with them. You would have to think first, to prevent abnormalities and mistakes, before finally using a font to your style.

Reference:

https://en.wikipedia.org/wiki/Typography#Principles_of_the_typographic_craft

https://groundfloormedia.com/blog/2016/02/24/design-dictionary-creative-terms-explained/

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    4 Comments

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