Why Typography Matters

Typography is the art of setting, manipulating, and arranging type in a distinct way that makes the text more appealing based off of the content or audience. Typography is a fundamental design principle that we consider everyday here at Fluid. Think about how much text you have seen today alone. In your morning commute alone, you were most likely exposed to hundreds of thousands of textual tidbits. Here are a few thoughts on typography and why it is more important than you might think to advertising and design.


First, there is a difference between the typeface and the font. Font describes certain attributes of a specific typeface. For example, Helvetica describes the typography whereas the bold, italic, and font size describe the font. It is important to consider the differences when going through your design process.


Typography will be different based off of the medium you are creating. You might run the same general advertisement with the same message, but in different mediums, say a magazine and on a billboard. While the message is the same, the typography will most likely be different.

People interact differently with different mediums. A person has the ability to hold, move, and analyze a magazine ad. On the other hand, someone driving at 70 miles per hour on the highway may only catch a glimpse of the message. Your type will allow the same message to get communicated much more directly on the billboard.


Here are 6 tips to consider when designing your typography.


  1. Alignment: The alignment of your information will be dictated by the medium you are presenting. Do not justify web content. It will have awkward spacing and create a poor visual. Other mediums


  1. Limit the number of styles: We recommend using no more than three different typographies. We try to stick with two as a general rule of thumb. More will construe your message and can overwhelm your viewer. Less is more when it comes to size, color and font variations.


  1. Measure and width: Consider how far the reader’s eye has to follow when reading your work. Too long or wide of spacing puts labor on the eye, whereas tight text might make the reader go too quickly to grasp the message.


  1. Consider size changes when creating your design templates. Your work might be resized to accommodate different spaces. Try to implement some consideration for scale when going through this part of your process. The base of your typography is included in the layout, you will be less affected by size changes.


  1. Spacing or leading: The amount of space between lines is something you have played with since trying to meet a page limit in middle school. Spacing plays a huge role in the readability. The typography and font you use will dictate the spacing.


  1. White space is the space between textual elements of your document or piece. You can use white space to ensure that you are not overwhelming viewers, both with too much or too little.