Independent Study in Graphic Design

Jo Ninham


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

  • Consistency – in any typographical work the consistency of the use of typefaces, kerning, leading, bullets and formatting is critical. Consistency makes the work look professional and keeps the reader focused on the content.
  • Hierarchy – it is important that the text gets read in the order of which it was meant to be read in.
  • Alignment – this helps keep the look unified. Having the text left or right aligned gives the viewers eye a strong edge to follow. Centred alignment does not do this.

The 10 commandments

  1. Know your font families
  2. Combine a Sans-serif font with a serif font
  3. Combine a serif font with a san-serif font
  4. Combining two similar fonts is not cool
  5. Contrast is the key
  6. Stick to two fonts. Only go to three if you must
  7. Dont mix different moods
  8. Combine fonts of complimentary moods and of similar time eras
  9. Use different weights of fonts in the same family
  10. Please avoid the following fonts (Comic Sans, Papyrus, Curlz, Viner, Kristen.

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–typography/


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This entry was posted on March 14, 2015 by in Research, Uncategorized.
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