We are surrounded by typography.
Look around you now, anything that has text on, from a water bottle to posters, brochures to websites – it involves typography.
To put it simply, typography is when graphic designers take a particular typeface to work their magic with different combinations of fonts, size and space.
You may not have thought it, but the use of typefaces in graphic design is so important to convey the correct message to your target audience.
More importantly, the digital world is more competitive now than ever before, and so brands need to stand out from the crowd and create memorable graphics.
As a design element, typography changes the way logos, websites, print materials (basically all marketing tools) are actually perceived by your audience.
Let’s look at 5 important reasons why typography is important in graphic design.
It Speaks To Your Audience
When typography has been executed properly, your audience will be able to easily understand what sort of information it offers.
Think about it, when you’ve visited a website – you can immediately tell whether it’s a business, blog or selling a product.
And that’s all down to the typography – it speaks volumes.
From the little details, such as how the text is arranged to the colours used, typography acts as a communicator between you and your audience.
It Grabs Your Audience’s Attention
We all know how low quality images are perceived on a website, but the same can be said about poor quality typography too.
On the other hand, we put a lot of time and effort into crafting the perfect blog article and trying to make sure every word that’s written projects the right story.
And again, typography is often overlooked. But it matters because it helps to grab your audience’s attention.
With that in mind, typography also takes into consideration human cognition; how we read and perceive information, how words are recognised and processed.
To achieve this, ensure text elements that are important are clearly emphasised and properly positioned.
It Improves Readability
Readability is an important element in web design and user experience.
How easy something is to read will have an affect on how the text is processed.
Consequently, text that doesn’t read well will scare your audience and they’ll click off, head to your competitors where the information on their site is much easier to take in.
Hence, typography is important in graphic design as it improves readability – it should not be too small and crammed into a small space. It needs to be clean and crisp, placed properly and presented well so make sure you select the right colour, font and size that will most likely attract your target audience.
It Influences Mood & Feelings
The way your text is presented in any of your marketing materials will determine how the content is understood.
For years, graphic designers have used powerful fonts which evoke particular moods and feelings about how brands are perceived; i.e. trustworthy, friendly, aspirational etc.
To put this into context, if you want your brand to communicate a sense of stability and heritage to its customers – maybe a service provider of some sort, then you may choose a traditional serif font.
But, if you’re a tech startup in the space sector, you may want to choose a futuristic sans serif font which will portray you as innovative and a thought leader.
It Reflects Professionalism
When a designer approaches typography in the correct way, it will radiate professionalism.
As we mentioned earlier, small changes to font, size, colour – all the things that make text look beautiful – will be the difference in how your brand is presented.
In other words, the correct use of typography will define the importance of your content and gain trust of your audience.
Above all, skilled graphic designers will bridge the gap between how text looks and what it actually says, achieved between visual and verbal aspects of design.
I hope this blog has given you a better understanding of why typography is important in graphic design – it’s a crucial element that can uplift any design and bring it to life as well as communicate your message.
Check our Graphic Design Services in the meantime.