Image Credit : Cemreinanc
Typography is simply defined as the art of composing or arranging text i.e. characters, letter and type, in a visually pleasing manner. Different colors, fonts and composition have varying psychological effects on the viewer. That is why it is important to make the right choices in typography when you create graphics for your company’s brand identity.
The first impression of your advertisement depends on the visuals. The placing, organization and the color scheme decide whether the reader will continue viewing your ad or website. Here are a few important points to remember.
Choosing the right fonts
This is one of the trickiest and the most important steps in creating a visually pleasing advertisement. You should choose a font that depicts your line of work perfectly. If you work for a fashion magazine, choosing a font that depicts elegance, glamor and style will go a long way. But if you use the same style of font for a website of an insurance company, it will not be taken seriously and you will not gain any trust from the client.
Uniformity and hierarchy
Your website or advertisement should be designed in such a way that its format is pleasing and clutter-free. Maintaining a good balance between positive and negative space and distributing hierarchy of typography is essential. You could refer to newspapers to get a clearer picture of typographic hierarchy to maintain a flow such that the viewer is drawn to the important information.
As these websites and online advertisements will be viewed on a device that uses light to display information, it is important to use the right contrast that provides for easy reading. It is important to make sure that the color scheme does not strain the eyes of the viewer. Displaying too much or too little text can also cause strain to the eyes.
Tracking, Kerning and Leading
The significance of quality content, design and color schemes is stressed often, but there is another aspect of typography that is sometimes overlooked. Spacing between letters, words and lines are an essential to make your advertisement more pleasing and readable. There are three concepts of spacing that can be used to your advantage.
You can change the distance between each letter using tracking. Kerning is another process that is similar to tracking where only select letters can be chosen and adjusted. Leading allows you to adjust the spacing between lines. All concepts are incorporated in typography to improve composition and readability.