Typography is the art and technique of making written language more appealing. This involves choosing typefaces, line length, size of text and spacing. Prior to digitization, typography was a specialized occupation, however now, due to the availability of word processors and design tools, everyone can be a typographer. Typography is used in documents, presentations, clothing, maps, labels, instrument panels, industrial design, web pages, mobile phones and even as a part of modern poetry. Typography is based on four principles, contrast, proximity, repetition and alignment.
History of Typography
It is important to remember that before the development of industrial tools, typography and handwriting went hand in hand. Every book that was printed, before the evolution of the printing press, was written by hand, and therefore typography was a large part of the process. In the 11th century, ceramic and wooden blocks were used to create typefaces. Once the printing press was invented, it was easier to print books that were copies of each other, but typography was still a large part of the process.
Important Considerations in Typography
Legibility is an important concern in typography. It ensures that every character is distinguishable from the other characters. Readability is another concern, as the reader must not have trouble going through the document. Readability issues can be caused not just by font style, but also by the spacing used.
Advertising
Typography is a vital component of advertising and branding. In this context, it can be referred to as display typography. It can be used to set a theme and mood for the advertisement or product. For example, Apple has worked very hard to distinguish its brand by the typography used in all their products, and branding. Typography can also attract attention by using specific shapes or colors. Different fonts are taken to represent different personalities – for example, classic fonts generally represent strong personalities, while modern fonts are better for more modern branding.
