In graphic design, typography is one of the most effective instruments. Fonts don’t just convey text, they also set the tone and help to direct the viewer’s eye and create the visual identity of a brand. They can give a design a professional, youthful, contemporary or traditional feel. They can help to clearly present the content of the page or render it illegible.
Whether you’re an established designer or still learning the basics, you should always keep the effect of the typefaces in your designs in mind. Choosing fonts isn’t only about aesthetics, it’s a functional decision that influences how your readers will view and consume the content you create.
Why do we need to know about font categories?
Various fonts carry different connotations. Understanding font styles allows you to select fonts that meet your design objectives.
Serif. These are fonts with little tails and strokes at the end of each character. They give the impression of classicness, professionalism, and are easier to read in print. Some examples of serif fonts are Times New Roman, Garamond, and Georgia. Use these for anything like books, formal documents, or brands who value trustworthiness.
Sans-Serif Fonts. Sans-serif fonts do not have the extra strokes at the ends. They give a very modern, clean look and are suitable for digital formats. You commonly see them on websites, apps, and in new branding. The most common sans-serif fonts are Helvetica, Arial, and Futura. Because they are simple, they are easier to read on screens.
Script and handwritten fonts. This type of font resembles handwriting or calligraphy, and can be used to create an elegant, artistic, or personalized feel. Script and handwritten fonts are great for use on invitations, logos, and art projects, but should be used in moderation, as they can be hard to read.
Display/Decorative Fonts. Meant to draw attention, these are strong and distinct. Use for titles, posters and wherever you need a strong visual effect. Too many decorative fonts will over crowd a design, so use in moderation.
Choosing Font Combinations: Balance of Harmony and Contrast
Choosing fonts that work well together is important for readability and visual appeal. Using a serif font with a sans-serif font is a common technique for creating contrast while still maintaining harmony. For instance, use a serif font for headlines and a sans-serif font for body copy to create a natural flow for the reader.
I would advise against combining fonts that are too similar because the result is often either a mess or a bore. I would also use the very different fonts with caution because they might fight each other. For all cases, think about the hierarchy, usage, and context before combining fonts.
Order of Importance
One of the primary functions of typography is to create a visual hierarchy. A heading should be larger and heavier and perhaps even of a different style than a subheading or body copy, to distinguish their order of priority.
If a headline or text needs emphasis, you may make it bold or use a larger font, and then use a light or small font for less important text. You can also use italics, color, or even letter spacing to emphasize text, but don’t overdo it.
Legibility vs. Readability
To be clear, readability describes the experience of reading a text in context, whereas legibility describes the readability of the letterforms themselves. They’re related, and both are important.
When it comes to body copy, keep the font simple. Use fancy fonts for titles or in small amounts where it won’t affect the user’s ability to read the content. Leading, kerning, and font sizes can also affect the legibility of your content. Test on different devices and in print if you are designing for print to see if your message is coming across.
How to Use Typography to Set a Tone
The types of fonts used can also evoke emotions and contexts. For example, a bold sans-serif font can give a feeling of dynamism and contemporary, whereas an elegant script can give a sense of luxury and refinement. Selecting fonts that evoke the same emotion as your design can support the story being told.
Think about your audience and objective. Professional and simple fonts are usually best for business presentations, but you can use bold and creative fonts for art or graphic designs. Ensure your typography sends the same message throughout.
