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What should a novice designer know about typography?

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What are the most important typography concepts?

Readability and personality.

Typography should effectively convey the right information to the audience. Readability plays an important role in achieving this.

Readability depends on several aspects, including size, type, weight, font color, leading and tracking. A key factor for improving readability is building a clear hierarchy, which means creating a strong contrast. In general, we highlight the most important information. For example, if we need to highlight a heading, we can enhance the contrast by strengthening the heading or visually weakening the rest (see Image 01). The lack of hierarchy destroys the reading experience and will be visually unpleasant for users (see Image 02). Great typography should be invisible.

Individuality comes down more to the appearance of the font. Everything should work well together to maintain the integrity of the style. Choosing the “right” font can take general typography to the next level. For example, for branding an elegant luxury brand, a serif font is the best choice, while a chopped font is better for a technology company’s website.

Typography with a clear hierarchy
Typography without hierarchy

A useful term in typography.

Alignment is one of the basic principles of typography that allows text to appear organized. Placing text in a “frame” is an acceptable way, but it is usually difficult for us to keep text in a “perfect frame” because of the content provided by customers. (See image 03)

How to do it?

  1. Adjust font size

We can adjust the font size to fill in the gap. (See Image 04)

  1. Add related items

What if the client says that he wants to keep the original font size since every word is important? Don’t worry, we can add elements to fill the space, for example, shapes or symbols. These elements must be consistent with the overall style. (See Image 05)

What should beginning designers need to know about typography when they are just starting their careers?

If you are a design student just starting out in the industry, switching your mindset will be very useful for your career. Design is not just creating beautiful images, it is a solution to problems. If you could think from the point of view of the client, you would know what his needs are and what makes your design area more accurate and your work more efficient.

Another tip in terms of typography is to use no more than two types of fonts or font colors and use a relatively large font size. Why? This will make the design clean, tidy and readable. Most customers do not like to take risks. They want their design to look “safe,” so creating readable typography is the safest option. They want their information to be clearly and correctly conveyed to the target audience. This is why readability is one of the most important typographic terms.

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