The Importance Of Typography In Graphic Design

More often than not, typography speaks louder than words.

You wouldnt write rock and roll with a cursive font; same way that you wouldnt write peace in flashing boldfaced, angular letters. If you are to express brand identity, you must not ignore the importance of the style of each character. Some even go as further as making the typeface itself the brand image. Think about Google and Yahoo.

But if you really, really want to know more on how to use the style of your letters for brand recognition, you have to find out what makes typography in graphic design a powerful element in making an impact on the minds of the viewers. Here are some common factors that make a font coherent with the image that that the company is intending to project:

1.Stroke

If you wish to show stability, then straight, rectangular strokes in thick lines must be your sport. Cursive and flourishing strokes are only used for brands that project artistry and grace. The stroke of the letters tells so much about the way the company thinks. If you wish to add a bolder personality in your typography, then make the lines bold literally. Thick lines on graphic design tell about certainty and reliability, while the narrow ones tell about precision and elegance. Straight vertical or horizontal strokes denote logic. The angular and diagonal ones show aversion or passion, while the curves and waves tell of gentleness and creativity.

2.Slope

Slopes indicate the dynamism of the organization. If youre embracing the conservative, permanent, and conventional industry, straight and upright letters are for you. This will give the customers a sense of stability and proven services. However, if youre into a more daring and or expressive industry, you can emphasize this trait by using sloping typeface. Slanting letters are always more allusive to the eye. It gives people the feel of style and creativity.

3.Size

The size of text indicates the strength of your statement. You use large typography to have a graphic design that is powerful in the eyes. Same thing you do when you increase volume to be loud to the ears. Case in point, if you want to write danger to make people stop and divert, you would put up a sign that is big and rigid enough to be taken seriously. Theres always one rule followed in font size: the bigger, the bolder.

4.Use of Spaces

The written text is not the only part of the whole style. Even the ratio of the spaces should be taken with utter caution before you create the sign. Professional typographers call this typesetting. The spaces decide the pace of your words. Make sure that you are generous enough with spaces so that the reader will be given enough time to decode the letters on their mind. Blank gives room for the viewer to ponder upon the meaning of the word; thus, giving them more insight about your brand. Widen the space if you want to imprint a brand that is memorable and impressive. Narrow down and bring the elements closer if you want to play on their adrenaline - it gives the effect of speed and sharpness.

Choosing the most suitable typography in your graphic design does not only reward you with a brand that will last on the memories of people who see it, it will also bring you the right clients that you also wish to have.

by: Darwin Palmer

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