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Jason Pook's Games Design Blog

Typography

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As an additional part of the identity, logos and brands blog post, we was asked to explore the work of typography.

What is Typography?

Simply put, typography is where art meets text. It refers to the arrangement of type. It originated after the invention of movable type in the mid 15th century. Typography is a tool through which you can add personality and style to your text.

When visitors open your sales or landing page, the very first thing that happens is they look at the page as a whole. They scan how the information is presented, how the text looks, the size of the letters, the length of the lines etc., after which they unconsciously judge the likelihood of finding the solution to their problem on your website, based on the way the words appear on your page. It all happens within seconds. We all do it!

Understanding typography can help here. It is a tool that makes it easier for the reader to grasp and comprehend the information you are trying to convey.

Key elements of Typography

There are several components that make up the art of typography. Let’s look at the primary elements:

  1. Typeface – Typeface is not the same thing as font. It refers to a group of characters, letters and numbers that share the same design. For example Garamond, Times, and Arial are typefaces, not fonts – a very common misconception.
  2. Fonts – A specific style of typeface with a set width, size, and weight. For example, Georgia is a typeface; 9pt Georgia Bold is a font. People in the type design community consider a font to be the delivery mechanism and a typeface to be the creative work.
  3. Line Length – This refers to the distance occupied by text that is present between the right and left margins in one line.
  4. Leading – It is the space between baselines (the lines upon which letters “sit”) and is expressed in points.
  5. Kerning – This term refers to the white space between individual characters or letters. Many fonts come with a default kerning value that is best suited to make the space between letters look more natural.
  6. Tracking – Also known as letter spacing, it is used to adjust the space uniformly over a range of characters. Tracking can affect the character density of the passage.

source: http://www.entrepreneur.com/article/231021

Typography has long been a vital part of promotional material and advertising. Designers often use typography to set a theme and mood in an advertisement; for example using bold, large text to convey a particular message to the reader. Type is often used to draw attention to a particular advertisement, combined with efficient use of color, shapes and images. Today, typography in advertising often reflects a company’s brand. Fonts used in advertisements convey different messages to the reader, classical fonts are for a strong personality, while more modern fonts are for a cleaner, neutral look. Bold fonts are used for making statements and attracting attention. Digital technology in the 20th and 21st centuries has enabled the creation of typefaces for advertising that are more experimental than traditional typefaces.

nike_id_2-200x200 typo death

These are some examples of typography an image of words forming an image through explanations at the same time. This tries to explain what typography is, by using different types you get a different message across so big bold type with thick text in capitals will suggest striking and stand out looks at me possibly shouting at the customer how epic and big it is. Whereas small rounded subtle texts with smooth interchanges could say be to advertise comfortable bedding or a coffee shop as its relaxing and calm.

So typography is used to we a vital part in advertising of say games and use different styles of typography to get different messages across to the target audience.

Here i found a interesting TED talk which discusses typography you may or may not see in everyday objects its an interesting watch.

 

But the video i think is more focused on typography and is more interesting is that of Designer Mark Boulton

<p><a href=”http://vimeo.com/4493703″>Mark Boulton – Typography’s not on the Web, it IS the Web</a> from <a href=”http://vimeo.com/vectorfunk”>Eamonn Murphy</a> on <a href=”https://vimeo.com”>Vimeo</a&gt;.</p>

“Most people think typography is about fonts. Most designers think typography is about fonts. Typography is more than that, it’s expressing language through type. Placement, composition, type choice.”- Mark Boulton.

This link i found was really useful and would be useful for anyone interested in typography http://typography-daily.com/blog/2009/10/02/15-must-read-typography-articles/.

 

Author: Jason Pook 3D

Current student at Hull School of Art and Design studying Games Design.

5 thoughts on “Typography

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