Typography is more than just choosing a nice font. It's a fundamental aspect of design that can drastically influence how content is perceived and understood. At its core, typography is about arranging type to make written content readable, accessible, and aesthetically pleasing. Understanding the basics of typography is essential for anyone in the design realm, whether you're just starting out or have been in the industry for years. In this article, provided by YDMA Group's design division, we'll explore the essentials of typography: fonts, leading, kerning, and tracking.
A font is a set of printable or displayable text characters in a specific style and size. Fonts play an essential role in setting the tone and personality of your content. Imagine reading a formal document in a playful, handwritten font – it just wouldn't feel right. When selecting fonts, consider the following:
Purpose: Understand the context in which the font will be used. Business reports might benefit from a more structured, serif font, whereas creative projects might lean towards playful or experimental fonts.
Readability: Ensure that the font is legible across different devices and screen sizes. The intricacies of some fonts may get lost on smaller screens, making them difficult to read.
Versatility: Some fonts come in various weights and styles, which can be useful for creating hierarchy and contrast in your designs.
Leading (pronounced "ledding") refers to the space between lines of text. It plays a crucial role in ensuring that blocks of text are easy to read and digest. Insufficient leading can cause lines to merge visually, while excessive leading can disconnect related lines. Here's how to optimise leading:
Maintain Proportions: As a rule of thumb, leading should be 20-30% more than the font size for optimal readability.
Consider the Medium: Leading may need adjustments based on where the content will be displayed. For instance, web content might require different leading compared to print.
Content Length: For shorter texts, like headlines, tighter leading can work. However, for longer paragraphs, a more generous leading can enhance readability.
Kerning involves adjusting the space between specific character pairs. This is done to ensure that the spacing looks consistent. Some character pairs, like 'AV' or 'WA', can appear awkward if not adjusted. A few tips on kerning:
Do It Sparingly: Not every character pair needs kerning. Only adjust when the natural spacing looks visually off.
Trust Your Eyes: While software provides kerning settings, sometimes manual adjustments are necessary. Trust your judgment and make adjustments based on what looks balanced.
Maintain Consistency: Ensure that the kerning is consistent throughout your content, especially when it comes to branding or logos.
While kerning adjusts spacing between specific character pairs, tracking involves adjusting the space uniformly over a range of characters. Here are some considerations:
Improving Legibility: Slightly increased tracking can enhance readability, especially in small font sizes.
Aesthetic Purposes: Sometimes, designers adjust tracking to fit text aesthetically within a given space or to create a specific look.
Avoid Overdoing It: Excessive tracking can diminish readability by breaking the visual flow.
Typography is an art and science that impacts how your audience perceives and engages with content. Whether you're crafting a logo, designing a website, or creating a presentation, understanding the nuances of fonts, leading, kerning, and tracking can make the difference between an average design and a compelling one.
YDMA Group, as a global boutique management consulting firm, recognises the importance of effective visual communication. Our design division is dedicated to ensuring that every project, regardless of its scale or location, benefits from the best typographic practices. To learn more about our services and how we can elevate your designs, visit https://ydma.group.