Design profoundly impacts your brand. The image it projects, your ability to grab attention, and even your ability to convert sales.

Typography is an element of design, typically defined as the strategic styling of text in a digital or printed format. It’s baked into websites, graphics, videos, advertisements, and other forms of media.

What makes it so important? Here are five ways typography affects the design experience.

  1. It represents your brand.

    We’ve said it before – your brand identity is more than any single element of your branding. It’s the basis for everything your customer believes about you. Everything from your logo to your brand colors matters, as does your consistent use of them.

    Typography is no different. As an example, think about the technology juggernaut Apple.

    Apple’s brand is built on the idea of simplicity. The company’s products promote clean design and ease of use.

    Subsequently, the predominant type (San Francisco) used in its on-screen applications is also simple and easy to read.

  2. It communicates and elicits emotion.

    More than words on a page, the shapes and features you select can impact your audience’s mood in more ways than one.

    For example, gentle curves that slope down may evoke sadness.  Conversely, tighter curves that slope forward may project playfulness.

  3. It impacts readability.

    Readability may appear in the middle of this list, but make no mistake: Readability is critical when making typography choices.

    Though partially dependent on the typeface you choose, it really comes down to the styling.

    Tip: Make it easy on the reader. Keep words clean and distinguishable from one another.

  4. It creates visual cues.

    Typography also helps establish design hierarchy, such as visual cues that help your audience decide where to focus.

    Think bolded sub-heads and words (like those used throughout this article!). They help readers quickly identify and digest key points in a preferred order.

  5. It balances other visual elements.

    The way you style your text doesn’t necessarily need to be simple. It ultimately depends on the goal (your desired audience action), the medium (e.g., a billboard?, packaging?, an app?), and your unique brand identity. In other words, it’s OK to have a little fun when appropriate.

    Artist Wes Wilson, considered the father of the psychedelic poster style, captured the concept perfectly in his famed 1960s Fillmore West concert poster series. We wouldn’t recommend this approach for say a law firm or a bank. But for an audience of 1960s concertgoers? Wilson’s work is spot on.

Want more design tips or help with your next project? Drop us a line or call us at (440) 283-5004.

Our designers are experts in everything print and digital and have a wealth of experience in both consumer and business-to-business industries.