In the marketing world you are faced with all degrees of difficulty in printing. First you have to consider branding and how your company logo and message will be portrayed on a variety of projects. Then you have to consider the typography. While typography may sound like nothing more than the font type of your lettering, it is far more involved of a process. You have to consider everything about your fonts from choosing a serif or a san serif to size, spacing and more. Discover what it takes to make typography great for your next printing project.
Typography in Total
In its greatest essence typography is the look and feel of that typeface when used for text. What you are reading right now uses one form of typography. This will differ from the typography you use for a flyer or brochure. Every use of typography must be considered based on your layout, color scheme, design, grid, medium, and overall presentation. Typography is the system of moveable type that has been passed along since Gutenberg’s invention, yet it also includes hand lettering, calligraphy, and digital type. Digital type is the typography that is most common for use on webpages. The white space surrounding digital type is also part of the typography, as white space balances and counteracts the lettering.
Basic Elements of Typography
When applying the art of typography to your project, incorporating the right fonts involves far more than just the appearance of letters. Here are the many aspects of typography:
•Typeface or font
•Leading aka line spacing
•Tracking aka letter spacing
•Kerning aka spacing within the letter pairs Symbols used in the type
•The appearance of numbers in the type