Things to know when designing Typography
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What is Typography?
Typography is anything you "read". It's in the books we read, on the websites we visit. Or even in everyday life, it's the words on the signs along the streets. Labels and product packaging.
But what exactly is typography? Simply put, typography is the way letters are displayed. Typography is also enhanced to become the art of "playing" with letters.
Typeface and font are one?
Many people confuse typeface and font with the same, but in fact, these two concepts are completely different.
Typeface is a system of typefaces, each typeface is a separate typeface. For example, Arial is a typeface, …
There are many typefaces but they are divided into 4 main groups: Serif, San Serif, Monoface, and Display
A font is a complete set of letters, punctuation, numbers, and special characters, in a type, format (normal or bold), shape (straight or italic), and size compatible and distinguishable.
For example, Arial font size 14 and Arial font size 16 are two different fonts.
Typeface classification
Serif
Serif is also known as a “serrated” font, because there is a stroke added to the beginning or end of the main stroke of the text. Because of their rather classic style, they are a great choice for traditional projects. Serifs are also frequently used in print publications such as magazines or newspapers.
Serif typefaces - serif typefaces
Old Style Serif
Low contrast between thick and thin strokes
Cross axis
Italic serif for lowercase letters
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Transitional serif - Transitional serif
High contrast between thick and thin strokes
X-height (the line represents the height of lowercase letters): Average
Vertical axis
Serifs with curves on the body
Modern Serif
Long and thin serif
The shaft is almost vertical
Strong contrast and even width of the letters.
Latin Serif
The font face has triangular, sometimes square legs
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Slab Serif
Rectangular leg
The strokes are almost equal
Large X-height.
Arc legs
Contrast and equal width
Blog Illustrations - What is Typography? Things to know about typography
Sans-serif
In French, sans has a negative meaning, hence "sans-serif - without feet", as opposed to the Serif font type.
Sans-Serif has a more modern, bright and clean style than serif fonts. Therefore, it displays on small screens like computers and phones better.
Grotesque
There is little contrast between strokes
Large or medium aperture
Usually has a geometric design and has a large bowl.
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Neo-Grotesque
Elegant and unrecognizable,
Less contrast between strokes
Small aperture
Large x-height.
Ascender (the part of the letter that is above the mean line, it is present in the sets of letters like (h,l,k,...) is higher than the height of the uppercase letters.
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Geometric Sans - No Geometric Legs
Has simple geometry - circle, square, triangle
Large aperture curvature
There is no contrast between the strokes.
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Humanist Sans - The word is not humane
The structure and proportions are characteristic of Old Style.
Large aperture curvature
There is contrast between the strokes.
Uneven stroke width
Blog Illustrations - What is Typography? Things to know about typography
Glyphic
A combination of Sans and Serif traits.
The finishing strokes have tapered legs.
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You can read the article Serif vs Sans Serif to learn interesting things about these two typefaces
Used for decoration because of their special and unique design. These typefaces are often used as posters, movie titles, book covers, etc.
They take the following forms:
Black letter: High contrast, narrow, with sharp lines and curves
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Script: Copy of the calligraphy style (but more formal)
Blog Illustrations - What is Typography? Things to know about typography
Handwriting: Copy of handwriting (less formal)
Blog Illustrations - What is Typography? Things to know about typography
Basic terms in Typography
Hierarchy
Hierarchy is used to direct the reader's eye to the most important information. In other words, it shows the reader where to start and where they need to go next, using different levels of emphasis.
Creating a hierarchy is simple: You just need to decide which elements you want your readers to notice first, and then make them stand out. Important elements are often large, bold, or distinct in some way.
Leading
Leading is the distance between lines. The purpose of leading is to make your text as readable as possible. Line spacing that is too large or too small makes the reader feel uncomfortable.
Tracking
Is the distance between letters. There are many programs that allow you to thicken or widen this element, depending on your needs. With some designs, customizing the tracking technique will bring certain elements of artistic effect. It can also help you fix poorly spaced fonts.
Kerning
Kerning is the space between two letters (or other characters such as numbers, punctuation, etc.) and the process of adjusting the spacing to reduce the mismatch between letters or increase the space between difficult characters. read.
In the end,
Typography is considered one of the effective tools in conveying the designer's message to the audience through each work. Therefore, the importance of typography is completely equal to the speed of color and shape in design. Hope this article will help you better understand typography.
The role of typography design in New Age Marketing
With the development of online marketing activities, online marketing campaigns, beautiful designs and images have become important factors. In particular, the typorgraphy designs are widely used by Marketers today in their campaigns as a spice to stimulate users to learn, view and buy products. Typographic design can be simple or complex depending on the idea and goal of promoting the product.
Typography
In fact, there are many advertising and media companies that have successfully implemented many viral projects with only unique typography images. Besides, the images of products, services and even business website designs with typography elements are also popular and appreciated by users.
It can be said that, from an ordinary artistic trend, typography has taken on a new role, contributing to the success of many marketing and communication campaigns of brands.
How to design a simple Typography
Typography design is basically the art of arranging letters so that they are creative and unique while still expressing the spirit and content to be conveyed. Another thing is that you need to have knowledge of Photoshop, Adobe Illustrator or other image design software to make typography.
Elements that need to be optimized for a beautiful typogrpahy design
To design beautiful typography, you need to learn about the elements that make up typogrpahy and how they work and function when designing typography.
Lines: In typographic design, there are at least 5 types of guides for comparing and aligning characters including horizontal guide lines for capital letters, letterheads, and headers. (ascenders), lowercase (lowercase) and endings (descenders).
Typography Books Thumbnails
Leading - Line: Leading is one of the factors that have a strong influence on the entire typography design. Leading will determine how easy or difficult a typography is to read.
Tracking – text spacing: Tracking (also known as letter-spacing) is the spacing of groups of letters (In CSS it is the letter-spacing property). Adjusting the appropriate font spacing is also an essential skill for designers to be able to create beautiful typography.
Kerning – the distance between letters: Kerning is the space parameter between two letters. Adjusting this parameter allows you to display text content more clearly.
Alignment – The way you compare lines affects how people read and feel about your product. Therefore, when comparing the lines of text, you should make a smart choice, not focusing on showing too much complexity and losing the beauty of the work.
Beautiful typography design tips
Hierarchy of content in order of importance: If your typography has more than 2 pieces of content, pay attention to how it is presented. Important content you can leave the font not as big and stand out as the rest.
Choosing the right font, related to the content to be designed: Choosing the right font is also a necessary factor to be able to create a beautiful typography template.
Learn to arrange letters logically: The key point in typography is how you arrange and coordinate the letters together. You can apply the rule of text in design when doing typoraphy.
Refer to beautiful typography resources regularly: An easy way to create beautiful typography is to refer to other typography sites on the internet or refer to famous typo templates and learn and improve your product. its products.