Visual performance and readability of a text in digital products have great impact on the user experience. So that said, typography is a way of communication with users. Hoon Kim, a guru graphic designer once said: “Typographic design is visible as well as audible. If you have a great scenario, now it is time to cast good actors.” Typography can become a voice of design. Appropriate typography speaks for itself, setting the right mood and transferring a certain message to users.
To create a design pleasant for users’ perception, all its elements should be well organized and clear to navigate. Designers set a proper structure by establishing a visual hierarchy. That structure organizes all the visual elements so that the users could easily perceive content.
Visual hierarchy can be divided into different parts. One of them related only to the text elements is called the typographic hierarchy. It aims at organizing text content by dividing it into various types such as headings, subheadings, body copy, captions, and others. The differences between the types of texts are set by regulation of family, sizes, width, and colors of fonts.
Clear typographic hierarchy makes text legible and easy to scan. Moreover, it’s simple to highlight key parts of the text to draw users’ attention and hitch them to the expected actions.
When it comes to the choice of fonts, an essential thing to consider is the context of the text and the potential audience. Each font brings its own mood to the layout.
Before you choose a font, you need to learn your client’s goals as well as the needs and preferences of the target audience. Visual performance of fonts influences the first impression users get from the product. If a certain kind of font doesn’t fit the mood which the product aims at, there can be a misunderstanding with the audience.
Sometimes, when designers aim at showing all the facets of a digital product, they try to use lots of various styles and fonts all in a single design. As a result, they get a design overloaded with unnecessary distracting details and lacking a proper mood.
Experts usually try to keep the number of fonts within one or two for the same layout. That allows to make an essential contrast between text elements along with saving the balance and right message of the design. Applying different styles (bold, italic) should also be minimal. They are good for emphasizing really important parts but the overuse of them can make the text look messy.
Legibility level highly relies on how much space there is between letters, words, and text lines. Tracking, kerning and leading are the processes of white space adjustment between the typographic elements.
A lack of white space may end in the bad legibility of the text content, because it is difficult to distinguish words that are placed too close to each other. Appropriate white space brings a visual relief to the users’ eyes and allows going easily from one word to another, from one line to the next. However, try not to overuse it, or otherwise it can ruin text unity.
Typography is a complex science consisted of many rules and regulations. Those who covered them are able to create clean working typography. However, that is not enough. Clients always require originality and emotion which can’t be done only by following the written instruction.
Designers should never bury their artistic souls. Imagination and the sense of beauty bring the uniqueness in any project, even the most casual one. Find the balance between the strict rules and unordinary choices, and the results may surprise you and your customers.
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Till the next time, squareONE.