The Importance of Typography In Graphic Design: An Exploration
Graphic design is not just a product of the digital world, even though it might seem that way. It has been around ever since print media became popular. At first, it was only concerned with the page. However, as technology has improved, the art of graphic design has expanded to include the screen as well. One important element holds it all together — typography. The importance of typography in graphic design lies in how it provides structure to the visual narrative you want to tell.
The secret to establishing a solid brand identity? Form an emotional connection with your audience. And the secret to that is typography. If you are a designer, you cannot afford to ignore the importance of this art form.
Why Is Typography Important In Graphic Design?
It Acts As An Emotional Conduit
Let us begin with the most significant impact that typography can have – the emotion it can convey. There is way more to typography than organizing text on a page or a screen. It is a tool and a resource that you can use to go beyond words. This is the most pertinent answer to the question, “Why is typography important in graphic design?” It also gives your design character.
The simplest way to think about this is to imagine what different fonts communicate, just with their letterforms. For instance, a bold font conveys strength. Wider letterforms give you a sense of solidity. On the other hand, you can give a text an air of sophistication by using a thin, calligraphy font.
Good typography cannot stand by itself. It complements the illustrations and graphics that it accompanies. Take, for example, an illustrated children’s book. If you use a playful and colorful font it will work harmoniously with the story and improve the overall reading experience.
It Helps To Establish Brand Identity
You probably want people to recognize your brand. Typography helps with this by allowing you to carve out a unique identity. The fonts, colors, and style you use for your logo design, packaging, and marketing materials act as a sort of signature that people can instantly recognize. For example, take the Coca-Cola logo. Whenever you see something written in a script font, with the colors red and white, you will probably think of the company – regardless of the copy.
It is essential to think carefully about the elements of typography you choose. You cannot pick things at random. You want elements that appropriately showcase your brand’s personality and values. You also want to maintain the same typography style across different marketing channels, which will help your audience pick out your brand from among your competitors.
It Helps To Create A Visual Hierarchy
A visual hierarchy indicates to the viewer which information is the most essential. It helps to guide your viewers through your message in a seamless way. The easiest way to do this is by using text of different sizes. The largest element on a page or screen will naturally draw the eye of the reader. This is why, in newspapers, the headlines are the largest. Weight and spacing are other factors that contribute to your visual hierarchy.
Another way to craft a visual hierarchy with text is by using different fonts in different combinations. For example, you could use a sans-serif font for headings and a serif one for body text. You can combine sizes and various typefaces with different colors as well. Since brighter colors stand out, make sure that you use them to highlight more important information.
Ensures That Message Is Readable
The core purpose of graphic design is to communicate effectively. Within this, typography is the only way to put forward written content. The importance of typography in graphic design is perhaps most obviously visible when it comes to legibility. What are the factors that affect legibility? The font you choose, its size, the leading (line spacing), and tracking (letter spacing). Sometimes, you might even need to change the space between two characters but not any others! This is called kerning.
Crafting good typography is tough. It is not easy to ensure that your text is, at the same time, readable and beautiful. This intersection between creativity and functionality is where the importance of typography in graphic design truly shines.
It Is An Essential Part of Print Media
Print media will never go out of fashion – even in this digital age. When it comes to the page, there are more factors you have to consider than when you work on a screen. Choosing fonts, sizes, and colors is just the beginning.
You also need to understand how the ink interacts with different textures. The importance of typography in graphic design for print is that it can give your audience a tactile experience – something that is impossible to do on the screen. For instance, if you design a book cover, you can choose how you want the text to feel. Should it be matte or glossy? Should it be embossed or not?
In print media like magazines and newspapers, typography can come alive. In addition to the layout and fonts you choose, you can make great use of the medium itself by considering things like double-page spreads and where the paper folds. The tangible connection that print media offers your audience is an excellent playground for typographers.
It Acts As A Cultural Identifier
Just like any human language, typography is not universal. You need to adapt your designs to different cultural contexts. This is especially important if, as a designer, you work on global projects. A good typographer will be able to understand the nuances of the different segments of your target audience and cater to them specifically. At the same time, there might be some messages that you want to deliver to everybody. Here, the challenge lies in creating a universally appealing and inoffensive piece.
Like graphic design, the importance of typography stands out in illustration design as well. Imagine that you need to put together a design that has text in multiple languages. You then have to not only choose the right font for each language individually but also make sure that the fonts of different languages work together harmoniously. In this way, typography can bridge a variety of linguistic and cultural elements. In the long run, this will allow your brand to be seen as inclusive and will help you resonate with a wider audience.
It Affects Accessibility
It might not be the first thing you think of, but typography has a huge impact on accessibility. As a designer, you need to keep in mind a truly diverse audience. And diversity doesn’t mean just culture. We also need to think about people who are disabled.
Since typography is primarily a visual medium, it is necessary to make accommodations for those who are visually impaired. Using high-contrast colors and easily readable fonts will ensure that you leave no one behind.
It Improves The Overall User Experience
This is true regardless of whether you are writing for the screen or the page, and whether your type is static or moving. After all, wouldn’t you rather look at something harmonious? By creating a clear visual hierarchy, you can reduce the amount of work a reader has to put in to navigate a poster or document. And, as we mentioned at the beginning of this article, you can take the emotive power of typography a long way.
Keeping all this in mind, it is only natural that your users and audience will have a better overall experience. This, in turn, means that they will be more likely to retain information. At the end of the day, typography is a silent but powerful storyteller that can leave your audience with a lasting positive impression.
We Are Keenly Aware of The Importance of Typography In Graphic Design
Hogoco is a design agency in Bangalore. We offer a wide range of services from brand research to branding strategy to the creation of graphics and illustrations. And, of course, typography is an essential part of all of these. If you are looking for the best graphic design services, contact us today!