Typography – the art and process of composing type – occupies an important place in our daily lives, often without us realising it. From the books we read to the websites we browse, text surrounds us and influences our thoughts and experiences. In this blog I explore the theory of typography and how I apply it to my brand.
Typography basics. At the core of typography is the typeface, which refers to the overall design of a set of characters, while the term font indicates a particular style within that typeface. Point size is the height of the characters, with leading representing the vertical space between lines. Kerning is the adjustment of space between individual pairs of letters – often confused with tracking, which controls the overall spacing of characters. Together these terms make up typography.
On my website I use the psychology of typography to my advantage. By employing minimalist fonts I can evoke a sense of sophistication, with the bonus that simplicity reflects how working with me should feel – a simple, smooth process. Minimalist typography also transcends trends, giving my brand longevity without chasing fashions. It works hand in hand with colour psychology (see my blog on that). For titling I use sharp, bold headings that stand out and are easy to read without being messy; for body text I use a light weight that reflects the same psychology.
Overall, typography isn't simply text on a screen – I see it as a powerful tool for communication and for evoking emotion in audiences. By understanding its principles, I am one step closer to crafting a successful website and business.