Typography is the art and technique of arranging type. Most people do not think about typography and they do not understand the psychological effect it has in relation to conveying a message.
Typography is 90% of design.
It conveys a feeling. The choice of typeface can affect how a piece is understood. Good typography allows the reader to focus on the content and not the formatting. Good typography goes unnoticed because it just makes sense.
Elements of good typography
The 10 commandments
It reflects brand personality.
Typography communicates the style and tone of voice of the brand.
It looks professional.
Having body copy written in Comic Sans will send one message, the brand is unprofessional. That negative feeling will reflect of the product and services.
It helps your brand to be consistent.
The same font in both digital and paper materials gives the brand an image that will be remembered with the consumer and audience.
It helps consumers to remember your brand.
Typography can be about shape and colour.
It’s there to set the right tone.
It can help to create the right atmosphere and reinforce the brand values.
It creates a context for your brand.
Fonts turn words into stories. – Sarah Hyndman