Basic Design Principles 101: Typography

I want to introduce everyone to the Ritual Rebellion Art Director Haley. She is in charge of more than just visuals but helping our designs and deliverables tell a story and evoke the emotion. Consumer marketing isn’t just about sales and content, its about creating a relationship between the brand and consumer and telling the right story.

Typography refers to the way people style and arrange written words. Typography is arguably the most important tool in design because this is how we get the main message across to our audience. To do this effectively, you must first choose the right font. There are several different styles to take into consideration: serif, sans serif, script, etc.

The beauty of type lies in its utility; prettiness without readability serves neither author nor reader.
— James Felici

Serif

It is no coincidence that we were all required to type our essays in serif fonts like the classic Times New Roman. Serif fonts are best suited for paragraph text because those extra flourishes on the ends of the letters create a subtle connection between them that make it easier to read.

 

Sans Serif

Sans serif fonts like Helvetica are highly regarded as the best choice for signage, headlines, and logos because they lack the extra flourishes on the edges of the letters, which makes them easier to read when they’re scaled up because they are more geometric and simple.

 

Script

Script fonts are best used in a design project that needs a little extra oomph or wedding invitations, and that’s about it. Script fonts can be hard to read and are often too overpowering to be used more than very sparingly. As a general rule of thumb, you should only stick to using one kind of script font in your project, as they are highly stylized and don’t look consistent when paired together. These fonts shine when used as a title or as an accent, and should be avoided when choosing a font for body text.

Here are some suggestions of typographic to incorporate into your next design or DIY branding:

Each of these types of fonts have the best impact when used correctly. This also means pairing the title with the right body font to create visual interest that matches the mood and style of your project, while effectively getting the message across to the audience. Some fonts have a more techy or masculine feel, while others look more natural and can feel more feminine. As a general rule, there should be no more than three different fonts being used in your project to ensure consistency and cohesiveness. When exploring what font to choose, if you are downloading it from the internet, make sure to check the license to make sure you can use it for your project. Here are a few examples of my favorite font combinations:

Stay tuned for more design basics,

Haley