What is Typography and Why is It Important for Designers?

what is typography

There is typography everywhere. To varying degrees, typography can be seen in posters, brochures, logos, websites, and other text-containing materials.

In the cutthroat commercial world of today, brands must forge their unique identities. To spread a brand message, they must capture the interest of their intended audience. Typography is a powerful technique that graphic designers employ to transform words into a powerful image for that to happen.

In the end, this helps build brand recognition. When typography is used skillfully, it offers text in a design with distinctive shapes and positions the letters so that they stick in viewers’ minds.

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Therefore, we can conclude that the strategic use of typography is essential for a brand to stand out in its niche market, especially if it is an aspirant startup. This design feature gives marketing materials like logos, websites, etc., a distinctive appearance. However, typeface selection is not simply the designers’ prerogative. In addition to designers, artists use letters to create humorous figures in typography art.

EXTRA: If typography isn’t used effectively, graphic design is pointless. Typography elements are used extensively, especially in designs that employ text. The employment of fonts by graphic designers is essential for conveying a message to visitors or the target audience of a brand. We will explain typography in this post, why a graphic designer should be proficient in it, its importance, and tips for effective typography.

However, familiarize yourself with its various facets before moving forward with using typography to develop your brand’s visual identity. Check out the rules to follow for good typography.

What is typography?

Typography, at its most basic level, is the skill of positioning a typeface in a different font, size, and spacing arrangements. In this sense, the effective use of typography is essential to various designs, such as computer graphics, brochure designs, print designs, books, and website designs.

Typography is a tool graphic designers use to change the text within a design. This aids in producing information that has a purpose. Designers’ deliberate use of typefaces enables them to create visually appealing designs.

what is kerning in typography

Typefaces have been used intentionally by designers to both make a text readable and leave a lasting impact on readers. A brand can effectively engage with its customers’ thanks to such designs that feature original typography ideas.

Designers can produce graphics for brands using typography. When employing typography, graphic designers take into account a few crucial factors. They use typefaces carefully, choosing the right font, size, body text, white space, placement, and many other factors.

Effective white space and consideration for the text’s legibility and readability are hallmarks of good typography.

Why is Typography Important

Making text readable, generating emotions, and developing a recognizable brand identity are just a few functions of typography design.

The use of the proper typeface has advantages. In the beginning, it grabs the reader’s attention and establishes an atmosphere or vibe. This affects the reader’s focus, level of interest, and desire to keep reading. Second, engaging presentation fonts encourage audience engagement and dialogue. Technically, the importance and functions of the material are shown by utilizing different fonts and type sizes, such as employing distinct typefaces for headings, paragraphs, and bullet points. The appropriate typefaces aid in creating harmony, consistency, and simplicity in graphic design. Finally, the typeface creates and strengthens brand identification for businesses and organizations that routinely engage the public.

These are the reasons that make typography important.

Brief History of Typography

Technology wasn’t always the focus. Johannes Gutenberg’s invention of movable type at the beginning of the 15th century, which allowed for the mass manufacturing of printed materials, transformed typography. People were nonetheless motivated to produce books or type-based posters even before printing methods existed. They diligently and patiently completed it all by hand. The lack of paper and appropriate writing instruments has never stopped human beings from creating written languages. The glyphs of old civilizations were carved into wood or stone.

Let’s examine the development of typography and all the instruments and methods employed so far. We will constantly conflict between handcrafted and machine-made, organic and geometric. Today, drastically dividing the two worlds and blending them harmoniously produces novel and surprising results, igniting a never-ending cycle of typographic discovery.

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Typography Design Elements

Typography is no longer only a straightforward means to organize typefaces as it once was. Designers and printers use numerous phrases that allude to their needs as new technology and design requirements emerge. Before you dig into typography, you should be familiar with several basic rules, design principles, and vocabulary. Here are the different elements of typography:

Typeface and Fonts

Fonts and typefaces are frequently misused by many as synonyms. A typeface technically consists of numerous characters with different weights and widths. The term “typeface” refers to the design of a text style like Arial.

A typeface is a group of fonts that are related to it. It is a particular sort of lettering and punctuation marks, usually called glyphs, that all have a similar appearance. The printing press gave rise to typefaces, which are now a standard feature of modern word-processing software.

Fonts refer to graphical representations of written characters and refer to the weights, widths, and styles of a typeface. Fonts are a typeface’s height and width and describe its style. Font sizes vary for every typeface. Therefore, each unique character is known to graphic designers as x-height.

A font is a graphical representation of text characters and refers to a typeface’s weights, widths, and styles.

A complete font family may feature an astonishing number of styles, in both regular and italic, ranging from extra thin to ultra dark, extra condensed to extra wide.

 what is tracking in typography

Additionally, some faces contain small caps (uppercase letters that only go to the x-height), lining numerals and non-lining numerals (numbers that go beyond the baseline and x-height and blend in more naturally with blocks of text), and in some circumstances, a small number of additional variant characters.

The most common fonts include Courier, Calibri, Verdana, Comic Sans, Tahoma, and Times New Roman. Typefaces are available in a variety of sizes. The term “x-height” refers to each individual character height. Most graphic designers use a typeface with a comparable x-height when combining fonts. On the other hand, the set width describes the area of the letter’s body and the following buffering space. The designers use the point system to gauge the typeface. As a result, 12 points are equal to one pica, and one point is equal to 1/72 of an inch. Therefore, it is essential to select the right typeface when designing carefully.

what is typography in graphic design


There are countless variations in the shapes and styles of letters. It can be challenging to categorize them because there are so many different things to consider, including how they look, who or what inspired them, when they first appeared, and how they are used. Therefore, we frequently divide the three main style groups into smaller ones to keep things simple.

Serif Fonts

Typefaces with characters with little projections at the end of a stroke are known as serif fonts. Times New Roman is an illustration of a serif font. Serif typefaces can be divided into four groups: neoclassical, transitional, slab, and old-style. Each of these groups has its own type of projection, slant, and degree of contrast between thick, thin, vertical, and circular strokes in a letter.

The early serif typefaces, such as Humanist or Old Style, were influenced by classical calligraphy. Smooth, rounded curves and subtle weight changes define this fashion.

 what is typography

Midway through the 18th century, a brand-new serif style that we now refer to as Transitional first appeared. This style bridges the gap between the Humanist and Modern styles; therefore, it incorporates elements of both.

 what is typography in art

The Modern serif font style emerged in the late 18th and early 19th centuries. The stark weight contrast and the narrow, straight serifs make this design easy to identify.

what is typography art

Egyptian or Slab Serifs were first used in the 19th century with the growth of advertising. They were the ideal typeface for expressing advertising messages because of their brash appearance and thick serifs.

what is kinetic typography

Sans serif fonts

Sans serif font lacks the distinctive features of a serif font and has crisp, uniform characters. Arial and Helvetica are two examples of sans serif fonts.

Sans serif typefaces gained popularity in the 20th century and were also influenced by calligraphy, hence the term “Humanist.” There is a tiny weight difference and a pleasant feeling all around. Humanist Sans Serif fonts feature medium contrast between thick and thin strokes and slanted strokes.

what is a typography

Helvetica was developed in the middle of the 20th century and became the standard for Transitional sans serifs. These letters remove the handcrafted feature and are more uniform and inflexible than the previously used ones.

what is an orphan in typography

Modern serifs’ counterpart, geometric sans serifs. The peaks of letters like A or N are sharp and forceful, constructed using geometric shapes (the letter O is a complete circle). Unfortunately, Geometric Sans Serif fonts have low contrast between thick and thin strokes, circular strokes, and vertical areas. Check out some modern logo design ideas for your business.

what is leading typography

Leading or Line Spacing

Leading or line spacing describes the vertical space between each line of words. Do not worry if you are unsure of the appropriate line spacing to choose; the default is frequently adequate. Making your text as easy to read as possible is the aim. The reader may find things unpleasant if there is too much or too little spacing, like in the example below.

 what is typography design

Leading Value

The leading value is the distance between the two lines of text. Most of the time, it goes beyond font size.

Tracking or Letter Spacing

Letter spacing, often known as tracking, is evenly spacing out each letter inside a word or line of text. Most word processing applications provide a default letter spacing setting for different fonts. Therefore, there will be more space between characters if the tracking is increased. Words may appear lighter and easier on the eye, but excessive tracking makes reading challenging. Generally speaking, uppercase letters can withstand more tracking than lowercase letters.

Most programs allow you to shrink or increase this based on your requirements. For example, you might change your tracking in some designs to get a particular artistic effect. Likewise, you can use it to adjust fonts designed with bad spacing to give a clean and uncluttered look.

 what is a ligature in typography


The space between particular individual letters is known as kerning. In contrast to tracking, it changes as the word progresses since certain letters fit together uniquely. Some fonts have what is known as bad kerning, which causes some letters to appear out of place. It’s preferable to move on to a different font if the one you’re using has bad kerning.

what is tracking typography
what is hierarchy in typography

Line Length

The line length is the standard length of the text.

Line Height

The distance between the text and the baseline is known as line height. When you change an element in your design, you want to ensure it returns to its original proportion.


The goal of hierarchy is to let the reader recognize the headers, subheadings, and body types according to the significance of the material. In addition, hierarchy aids in generating visual interest and directing the viewer’s eye across the page, making it more straightforward and natural for them to digest the information.

 what is typography in design


Using spacing, dimensions, and color, size establishes the hierarchy value.


A text’s color makes it stand out. It communicates a brand’s message’s tone. Value, hue, and saturation are the three aspects of color that a designer must balance. Text color should not be treated lightly; getting it right may help the text stand out and express the message’s tone, while getting it wrong can lead to a disorganized interface and text that contrasts with the site’s colors.

Good typography needs appropriate colors.


Aligning the edges of a body of text with the edges of a page or text box is called alignment. There are four alternative alignments, but remember that none are less accurate than the others—they look different and convey different emotions.

Flush Left Alignment

Given that it corresponds to the natural flow of most languages, this alignment is probably the most popular. When utilizing the left alignment, one must be careful to create a right edge that is evenly balanced and with row lengths that feel natural. It is the text’s alignment with the left margin.

what is an ascender in typography

Flush Right Alignment

In contrast to the flush left alignment, the flush right alignment goes against the usual order of most written words, which can also work to our advantage. However, remember that when employed in lengthy paragraphs, this alignment might give an odd appearance and be difficult on the eyes. Avoid using a lot of commas or full stops at the end of the rows to maintain a neat right margin.

what is the definition of typography


A centered alignment can appear somewhat dull and disorganized if done incorrectly. But with careful attention, it may provide a feeling that is both elegant and lively. The secret is to experiment with row lengths while keeping the pattern balanced.

 what is baseline in typography

Justified Alignment

Justified alignment may go wrong very quickly, even though, when done effectively, it can seem contemporary and clean. In addition, the words must fit the entire row, which can result in odd gaps. Make careful to distribute everything evenly; if required, experiment with the text’s size, the text box’s length, and the kerning. Check out the color palette for business.

 what is a descender in typography


Contrast aids in communicating to your readers which concepts or messages you wish to stress, much like hierarchy. Your language becomes intriguing, significant, and attention-grabbing when you take the time to consider contrast. Many designers use contrast to make a statement and break up a page by experimenting with different typefaces, colors, styles, and sizes.

 what is alignment in typography

White Space

White space, often known as “negative space,” is the area around text or visuals. The user doesn’t usually notice it, yet effective use of white space keeps the interface tidy and the content accessible. In addition, white space can help the text stand out and is generally aesthetically pleasing. Margin and padding are typical examples of white space, as are plain spaces devoid of text or pictures.

what is serif in typography

It is important to note that there are other various elements of typography.

Some Key Reasons Why Typography Is Crucial To Graphic Designers

Content takes up the vast portion of websites and designs, necessitating careful typography consideration. After all, displaying content is an art that typography excels. In addition, keep in mind that text-based content is essential for attracting visitors and keeping them interested in a website.

Therefore, the information should be simple for visitors to understand. Consequently, a graphic designer is aware of the importance of typography.

Grab The Viewer’s Attention

People’s attention spans are currently barely a few seconds and are rapidly eroding. During that competitive period, brands must catch the interest of their target consumers. Therefore, graphic designers make use of typography to grab attention right away.

These components become essential for producing distinctive designs because typefaces are available in various shapes, sizes, and styles. Even dynamic typography is used by designers today to grab readers’ attention to

 what is a serif in typography

Make Text Reader-Friendly

Visitors to a website can read the material thanks to careful typographic use. A poor font selection will complicate and confuse the presentation for the audience.

For instance, cramped and narrow fonts strain the eyes. Therefore, the audience should be able to skim the material even if the design project is enjoyable and complex.

 what is typography in web design

Establish Hierarchy

An adept graphic designer knows how to use a variety of font styles and sizes to focus visitors’ attention on the most crucial information first. Then, the viewer can find such information with only a fast glance. The headline, subheadings, and text body all use various font sizes to achieve this.

 what is ligature in typography

Building Recognition

For companies to compete, brand recognition is essential. The typefaces used in graphic design are the pictures that target audiences or website visitors retain in their memories for a long time. These images aid a company in being recognizable to its clients.

Numerous logos are based on typography. All of them have instantly recognizable brands. Therefore, your typeface design ideas should aim to increase the brand’s recognition.

 what is the baseline in typography

Give Personality to a Design

One of its traits is typography design offers a design personality. The clever choice of typefaces makes your design or web pages look welcome, high-end, playful, serious, etc. You can employ specific typefaces to express the characteristics of your brand.

Keep in mind that different typefaces and fonts convey various characters and meanings. So a designer makes use of this to give a design personality. Finding the right typefaces with a balance of personalities is therefore challenging, but it is essential to produce original designs.

 what is kerning typography

Other reasons include making a visual impact and giving the brand a tone.

Wrapping up

Typography is an essential component that elevates and lends personality to a design. Typography is a tool that designers may use to communicate a brand’s message through words visually. This design element is crucial for graphic designers since it helps define a brand’s value and tone, construct a hierarchy, convey a message, and capture the viewer’s attention.

These advantages of typography ought to persuade you to reconsider the visual representation of your company. A website, brochure, business card, logo, and a wide range of marketing materials are all required for your brand. The majority of these identities employ various types of typefaces. Let a skilled graphic designer from All Time Design (ATD) manage the project if you believe they need to be redone using the power of typography.

For $699 per month, the base plan ensures the graphic design, personalized illustration, and a 48-hour turnaround.

The standard bundle and more are included in the pro package. All Time Design is a sure bet because of its one-day turnaround, presentation design package, and devoted personal designer. This plan costs $1299per month.

A premium bundle is an additional option that costs $1999 but gives you greater power. In addition, all the potential designs required are at your fingertips, thanks to the available motion graphics and animations.

Use the All Time Design (ATD) platform to your advantage to incorporate certain typefaces into your brand images to communicate your brand message.

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July 27, 2022
10 min read
21 reads

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