Elements of Typography

The internet and its’ web pages are mainly composed of text. As a result, typography, the art and technique of arranging and styling type, is a key element of visual design. Typography is the visual component of the written word. It is about the visual nature of the written text. A designer looks to make sure the typography shapes the message and does not detract from it. Typography works to make sure what writing on each webpage is legible, readable, and appealing.

Typeface vs. Font

A font is a set of printable or displayable text characters in a specific style, known as a typeface. Today, the terms’ font’ and ‘typeface’ are used interchangeably, but they are historically different. Put simply, a typeface is design — it’s what you see; a font is how that design is delivered — it’s what you use. While this distinction has become less important with the rise of desktop publishing, it’s important to understand the historical difference.

A typeface is a grouping of typefaces with similar characteristics — a font refers to an individual family member of that font. Serif, sans-serif, and decorative are the three basic types of a typeface. Decorative fonts should be used at a minimum, and it is important to only use three fonts for a given interface. This helps keep the interface uncluttered and streamlined.

Contrast

Contrast involves making the text easy to read. Suitable foreground and background colors can make a difference when conveying your message. The contrast makes text meaningful and a way to stand out. This is usually created using size, color, and styles to break up the page and create impact.

Color

Color is a significant part of typography. It provides a lively and exciting way to elevate the typography while taking the text to the next level. It is an essential element to consider that can make or break your interface. Value, hue, and saturation are key parts of color. These areas must be balanced to show an interface that is both interesting and clear.

Hierarchy

Visual hierarchy is undoubtedly the key to memorability, persuasiveness, and communication. Size, color, contrast, and alignment are used to create hierarchy. The hierarchy in a news story, for example, uses the title to convey most of the message and grabs the reader’s attention. The following elements give more detail and add importance based on the hierarchy of the page.

Consistency, white space, and alignment are also essential elements to consider for your interface typography. These elements help keep the text clear, concise, and avoid confusion. So why is typography so important? It helps achieve a balance between the text’s verbal and visual aspects and the message the designer is ultimately trying to convey. A few other typography points include brand recognition, influencing decisions through exciting fonts, and keeping users engaged with the site.