The Power of Typography in Design
Your college professor may have placed a lot of importance on type and hierarchy. Your client may be telling you to make specific words “larger” so they’ll stand out more. No matter who it’s coming from, it’s clear that graphic design is a lot more than just colors and layout; it relies heavily on typography as well.
It’s no lie that type treatments can make or break a design — have you ever seen a logo where the font does not at all match the actual service or product it stands for? Or maybe the text in a magazine is a mess and difficult to read. I’ve broken down two examples that I feel reflect the importance of quality typography in a design.
Logos and Type
Let’s use “Red Truck” as an example (this is not an actual product or service). “Red Truck” clearly possesses a strong connotation. Trucks are known, for the most part, to be sturdy, stable vehicles. “Red” is simply an adjective, not the main focus of the piece. The design should reflect such.
The above logo isn’t successful for several reasons. One, the word red is very stable and is typed in a bold black font. This contrasts greatly with “truck” which is very feminine looking. While “truck” is larger and the focus is placed on this word, it certainly doesn’t communicate the strength of the product to the customer. Furthermore, the fact that truck is in “red” is confusing at first. Why isn’t “red” colored in?
The above example shows us that using appropriate typefaces is imperative when designing. Without them, audiences will be scratching their heads, trying to figure out what it is exactly the mark is supposed to be telling them.
In the second option, we now have both words utilizing a very strong typeface. This makes each word feel weighted and sturdy. “Red” is now shown in its actual color, but this logo is still lacking. We’ve shifted the focus to be on the word “red”; by making it larger than “truck” it now has more importance and becomes the focal point of the logo. This is a clear example of incorrect hierarchy; it’s wise to keep your most important element, or focal point, larger than all other copy when possible.
You may disagree, but I think this logo option is the most successful. “Truck” is now the main focus. It’s strong and anchored. “Red” now visually takes on its role of being the adjective. It’s written in a “flashy” typeface (ever heard the phrase, “flashy red car?”), is the correct color it describes, but is given less importance than “truck” by physically appearing in a smaller point size. To any viewer, we now have a logo that visually breaks down the message as it should be read in terms of importance. This is an example of how type is used to quickly and clearly communicate to individuals.
Typography in Layouts
Of course type treatments are important in layout and body copy as well. For the purpose of this example, I’ve created a pretend client and event. Joe’s Frame Shop is holding a sale for 25% off any framed print. This event ends on June 30th. As with any piece, we need to make sure we include Joe’s logo and contact info. Why does the following text formatting not work for a poster or ad design?
The piece doesn’t work because there’s no focal point. Without prioritizing the content, we leave the audience member searching for the most important bits of information and struggling to piece them together in a way that makes sense. And while this ad does use spacing to separate information, it visually “runs together” and is not appealing to look at in any way.
When communicating with clients of my own regarding their marketing messages, I often ask them to rank their information from greatest to least importance. What’s the number one thing that should be communicated above all else? What’s the second, and so on? This helps me to create a piece that speaks correctly while helping the client to keep their content organized. The result is promotional material that is easy to read and much more effective.
Now don’t get me wrong; this is by no means an award-winning ad. Let this serve as simply an example of what hierarchy can do when used correctly. We have Joe’s logo at the top. This is certainly important, but Joe’s Frame Shop isn’t the focus of the ad; the sale is. The word “sale” is the largest to draw in viewers and get attention. “25% off” is the second largest because it’s the next in line of importance, and so on. Now that the copy is ranked by utilizing font size, there’s still one more typographical treatment that can be used to make this even more noticeable.
The above ad maintains hierarchy but now introduces font variation. Generally speaking, it’s wise to use two different fonts that complement one another in a design. This creates visual interest. I’ve used the same font as the one in Joe’s logo to accent a few bits of information in the ad. My most important elements are still of a different face to ensure they stand out. The result is an ad that’s visually interesting (hopefully your own will be more enticing than this example) and easy to read.
Every project, whether it be a logo, brochure, ad, or newsletter, will have its own objectives and requirements. Following that cliched phrase of “form follows function,” it’s important to create work that communicates clearly first, and looks “pretty” second. Typography, I believe, should be a priority in design, and not just a following act to illustrations and graphics. A well written and presented message combined with effective imagery certainly creates powerful design.
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Great Tips for Typography!
I like the ranking method it really helps to focus on the main part.
The Red Truck logo is also superb, it clearly reflects the nature & quality of the service.
Nice short tut for beginners. Would like to see more of these.
Completely agree with the Red Truck example it’s a great example of the concept. I agree with most of the second one, but I think the line ‘Hurry! Sale ends June 30th!’ line should have all been the same font style in the final example and probably the sans-serif style to keep it easy to read.
Interesting read, thanks!
I am a typography nazi because of the years of typography-focused classes that I took in college. At the time they were a bit tedious, but now I’m glad that I do have those chops, especially since so many other people don’t! There is some really heinous typography out there! Good post, hopefully more people will see the value in type and the design environment will be better for it!
Great article. Thank you.
Basic design sense that many designers ignore. Also I think a designer is the one that had some sort of school training not just born a designer.
Interesting that you demonstrate proper appearance of type in relation to how it portrays the brand, the red truck example is perfect. Two weeks ago I completed a blog post that demonstrates the methodological brainstorming behind logo creation and it discusses how it’s important to integrate a brand’s descriptive word (adjectives mainly) with the noun in the name if they’re both given, and for them to represent the product well.
http://www.ocularharmony.com/blog/designing-a-logo-from-scratch/166
It plugged in nicely to this article
Having great typography uses in a design can really give you a whole new level.
I believe you can be educated regarding typography/design concepts to a certain extent. Overall, I believe the strongest designers are the ones that are naturally gifted. Similar to that of musical talent. Great post!!!
I’m irmespsed! You’ve managed the almost impossible.
Great examples of basics. I’m surprised by how often these are forgotten or ignored. Especially when this is the livelihood of the individual’s career!!
Thanks!
Personally I wouldnt let the last poster as it is, the phrase “any framed print” should stay with the same font style as the “25% OFF” phrase. when you put it in a different font, it is disconnected and seems like a title lost in the middle. So I prefer the solution before the last one.
Type is he backbone of successful graphic design. Excellent read!
Good article. While people may disagree with some design choices because they’re subjective, you can’t really argue with principles–like making a focal point. I still think that the “Red” in Red Truck is a little feminine…
Excellent article! Thanks for the reminder to take a step back and look at my content before presenting it.
Great read. You make some extremely valid points that many designers out there often ignore.
Typography make me feel free
great post, i’ll bookmark this post
i have blog with simple typo design
Really like the “Red Truck” example, although I agree with some of the previous posters that the fonts in the sale poster should have been one for the shop name and one for the rest. Excellent post though. Drives home the point.
Great example with the red truck logo, Angela. The last version does the trick very nicely.
Great article, definitely agreed with the ‘Red Truck” example. Typography is one of those core skills that should be a prerequisite for all designers. Anyone can pick up Photoshop or Illustrator and start putting together some sort of artwork that they call design. However, its in the training of such skills like typography, layout, colour theory, aesthetics, proportion, usability, form, etc; etc; that make up core values that true designers possess.
Good point and examples.. cant agree more good typography is need for effective design.
Great examples!
Something I’ve been wanting to mention w. regard to typography and web design:
Typography “design” is best suited to logos, print collaterals etc., in other words: – items that a website does not critically rely on for search, usability and accessibility i.e. page titles & sub headers.
I have seen so many incredible web designs where the typography on page titles & sub-headers were so beautifully designed but completely useless w. regard to SEO & Usability.
The Definition of Graphic Design is communicating with type.
Wonderful! As a writer, I have real problems with designers who just don’t take time over typography. My beautiful words need presenting properly so that they can say what they’re supposed to!
And that means looking at more subtle typographic tweaks as well, like line breaks in the right place…
Oh, dear! Here I go in Portable-Soapbox Mode. Best stop now, before you all lose the will to live
A very insightful post, one that reinforces the fact that there is a whole lot more to graphic design than just knowing how to use Photoshop – you must also know why you are doing something and how it is going to achieve your objectives.
Very good post, great points to keep in mind.
Interesting read, thanks!
Great post! I will just point my clients to this next time they ask me to “can you make the ‘text’ the same size…?”
I agree with this article and a design can not stand on pretty images alone. This article is really helpfull becasue I recently had to explain what hierarchy of information is to a client, who couldnt see why something they made was bad (one of those clients that wants something done but does not know what). So I ended up doing a similar diagram. Thanks for the great article!
very interesting post. im taking typography now and i see a lot of this stuff. Its all interesting content and cant wait to hear more from you! very valid points! Thanks.
-Steve
I like short and to the point articles
I like the use of font-weight and font-size as a way to draw a reader to certain places first IE the sale. Very short and to the point, enjoyable quick read.
Angela, this is a very good introduction, thank you for putting this together!
One part that I find difficult, is using several fonts. You write: “it’s wise to use two different fonts that complement one another in a design” – it would be very interesting to find out your thoughts and the principles you apply when finding fonts that complement each other, instead of clashing with each other.
Totally agree with the red truck example.