November 9, 2016

One thing that is often woefully underutilised when creating digital content is typography. Consider this, if the letters and words you use are the “body” of your message then typography is the “clothing” that the letters wear.

Content creators often make the mistake of putting all the importance on the positioning and content of the message, and none on the fonts/look of the text.

There is a lot we can do with type to add more depth and interest. Fonts are the most obvious way of achieving this. There are a lot of factors when considering your perfect font, what is the message? What is the tone of your content? Where is it being displayed? At their most basic, most fonts can be split into serif or sans-serif. Serif fonts have a long history and were used extensively in print media due to their readability when scaled down on paper. The popularity of Sans-serif fonts is more recent, and is historically used more for headings and signs. There are also more abstract fonts, which take on a pictorial, or handwritten form but the use case for these is very narrow.

So, when you’re choosing a font, you have to be keenly aware of what you is being communicated to your audience. If you’re going for a corporate look, you probably want a heavy, clean sans-serif font (e.g. Helvetica), but if you’re going for an elegant or luxury look, you probably want something light, with serifs (e.g. Kings Caslon). Fonts vary greatly in style so to help with the selection first consider what will be appropriate for the project.

Once you have decided on a font, you can begin to arrange your words to create more visually pleasing or legible arrangements. Considering kerning for spatial variants as well as different sizing can help create a visual hierarchy and draw your audience’s attention to what matters most. For instance, you can choose parts of your sentence, change the size of those elements, and place them above the remaining text for emphasis. You can also consider integrating additional details to your text; such as gradients, 3D extrusion, and glossy shines. Always being mindful of context and intended demographic.

We hope this helps give you a better idea of the process we go through when considering text in a piece of content, and how you can use it to create more engaging and eye-catching messages.

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