Introduction
Choosing the right typeface is one of the most critical aspects of any typography project. The chosen typeface will dictate the overall look and feel of your project as well as how your audience reads and interprets your content. Professional typographers spend time considering how to choose the right typefaces for different types of projects. They take into account the purpose of the piece and who will be reading it, to ensure the chosen typefaces will complement their design goals.
Matching Typography to Content
Some pieces will require a particular type of typography to suit the content. Books may use simple serif fonts for readability, while marketing material might use more contrasting letterforms to stand out. Different pieces of content will need different types of typographic treatments. For example, magazines, newsletters, corporate annual reports, and websites all call for specific typographical solutions. A successful typographical design will match its purpose with an appropriate typeface treatment.
Building Consistent Designs
Typographical designs work best when they adhere to a set of guidelines. You must decide which fonts will be used, what size and weight they will be, as well as other typographical details such as line length, leading, spacing, margins, and alignment. You want your readers to navigate through your document with ease. Your typographical decisions must be consistent throughout the document so that it does not appear disorganized.
With today’s digital world, most design projects include both print and web components. It is important to maintain the same typographical style and branding elements in both media. When you are choosing the correct typeface for your next project, think about how the typeface will affect your audience, what type of design goal you are trying to achieve, and how your design will affect the overall perception of your content.