It is not just about what you say. How you say it matters equally.
So it stands as a very unfortunate matter that even now, a substantial amount of designers keep using the Comic Sans font to portray a fun/comic idea, and fall back upon the age old Monotype Corsiva to depict anything fancy.
Typography: The Art
Typography is not merely a field, it is a craft that some people dedicate their whole lives to. It is ancient, and yet, with every technological advancement, it has something new to offer.
Typefaces are more than just characters meant to be read. They provide a complete visual experience by effectively bridging the gap between the graphics, text and the ultimate objective. Typefaces, or the selection of appropriate font types, can make or break the complete effectual value of the message you are trying to communicate; and has a direct effect on viewer perception, insight, comprehension and ultimate level of audience engagement.
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Choosing the right font: How to go about it?
While deciding the right font to be used, the main thing that has to be kept in mind is: It has to blend in. The font should seamlessly merge with the graphics; it should not stick out like a sore thumb. That said, the other things that need to be kept in mind while choosing fonts are:
Every font has a distinct personality of its own. The Helvetica font, for example, is perpetually formal, and can always be relied upon to give a no-nonsense, steadfast impression.
Choosing the right font needs a clear idea of the targeted audience. While experimenting with new fonts is always welcome, the idea is to strike that perfect balance between the snazzy new fonts, and the good old trusted classics.
For body text, choosing a legible, non-gimmicky typeface such as Garamond, or Helvetica Neue, is always advisable. Since the ultimate aim of the body text is to make itself clearly legible, it is best to stick to the tried and tested techniques here.
When it comes to banners, headlines and titles, experimentation is the key.
2) Sans Serif or Serif?
The two broad divisions into which all fonts can be classified are: Sans Serif and Serif. Serif fonts are considered to be traditional, providing continuity and helping improve readability. Sans Serif fonts, on the other hand, are modern, and have been termed as “futuristic”.
The Gotham font, dubbed the everyman’s chosen Sans Serif font, has been used over and over, and yet remains as one of the most popular fonts in existence.
Whether you go for Serif or Sans Serif, in the end, it is all about going for the font that you feel expresses your idea the best.
The element of contrast is imperative when it comes to creating catchy, eye-grabbing content. In its absence, all the other elements tend to merge into one. Proper contrast in the sense of typography means using multiple typefaces in such a manner that they offset each other’s impact.
The Futura font coupled with Times font is a very effective contrast, as it mixes and matches two fonts of varying degrees of versatility.
However, the downside to this addition of contrast is the confusion it can create, distracting the reader from what is most important: Content. Of course, the usage of multiple typefaces is relative, and you can certainly go ahead with a single font if you like the way it looks.
4) Rules: To be followed or broken?
Sometimes, playing it safe can lead to the creation of not up-to-the-mark content. At the same time, it can sometimes produce splendid results based on tried and tested techniques. So then, is following the process worth it?
In the end, typography is used as a means to effectually convey communication. The end result is serving the purpose of effective communication; how you achieve it is up to you – do you use a simple font all over, or experiment with a mixture of modern fonts?
Thus, choosing the perfect fonts can be a tricky job, and requires the perfect amalgamation of creativity, experience and innovation.