The language of lettering
Typography and visual communication
Typography is about making text and information more visually pleasing. The choice of design features can make it more accessibleCan be used or understood by many different people and legibleEasy to read
In marketing and branding, typography helps a company to communicate with their audience. A strong design is instantly recognisable and has great power when companies are trying to compete.
Certain typefaceA design of lettering, which is made up of a set of related fonts connect to the purpose or values of a company. The colour scheme, size and proportion of the letters will play an important role.
Principles of design
The different principles of design all apply to typography:
| Principle | Detail and example |
| Balance | Getting the balance right of a typeface will help legibility. |
| Contrast | For example, bright text against a dark backdrop or vibrant against a pale background. Contrast can draw attention to a certain part. |
| Emphasis | Drawing attention to text by using bold or highlighting, for example. |
| Proportion | Adjusting size. Larger items appear more important. Spacing of text is important to make text legible. |
| Repetition | Using repeating patterns or shapes can add interest - for instance, using a certain shape or line type as the basis for a lettering design. |
| Negative space | The empty space between letters is called kerning, and changing this affects the overall appearance of a typeface. |
| Uniformity | Elements that work well together. This can be colour, tone, pattern, shape, scale and composition. Using consistent elements such as x-height makes a typeface more uniform. |
| Principle | Balance |
|---|---|
| Detail and example | Getting the balance right of a typeface will help legibility. |
| Principle | Contrast |
|---|---|
| Detail and example | For example, bright text against a dark backdrop or vibrant against a pale background. Contrast can draw attention to a certain part. |
| Principle | Emphasis |
|---|---|
| Detail and example | Drawing attention to text by using bold or highlighting, for example. |
| Principle | Proportion |
|---|---|
| Detail and example | Adjusting size. Larger items appear more important. Spacing of text is important to make text legible. |
| Principle | Repetition |
|---|---|
| Detail and example | Using repeating patterns or shapes can add interest - for instance, using a certain shape or line type as the basis for a lettering design. |
| Principle | Negative space |
|---|---|
| Detail and example | The empty space between letters is called kerning, and changing this affects the overall appearance of a typeface. |
| Principle | Uniformity |
|---|---|
| Detail and example | Elements that work well together. This can be colour, tone, pattern, shape, scale and composition. Using consistent elements such as x-height makes a typeface more uniform. |