Typography is so important in sharing your brand and content. It can make or break a design. And I’m not saying that to be dramatic, poor typography can ruin a beautiful design. That’s why typography is a basic skill that every designer should master. Luckily there is a ton of information out there to teach you all the typography rules. But I decided to choose the most basic, design-changing, typography tips that are important in maximizing your brand fonts and not overwhelm you with all the technical and intimidating aspects of typography.
Utilizing these 8 tips will help take your brand typography to the next level. Whether it’s choosing font choices in your logo design or blog post graphics, these tips will make a difference.
Pairing fonts is not something that doesn’t happen by chance, it takes a great deal of consideration. Knowing which types of fonts to pair together is one of the first basics of good typography. When choosing what fonts to pair try and find contrasting pairs like Sans Serif + Serif, Script + Modern, Thin + Heavy.
Kerning adjusts the space between individual characters. Adjusting the kerning of your brand fonts can make a huge difference in the overall aesthetics. The key to kerning is knowing WHEN to kern. When you’ve finalized your font choice consider the space between each character. Each typeface will have different kerning and will be affected differently by kerning. Certain letter combos will cause problems that will need to be addressed with kerning, like letters that sit too closely and letters that are spaced more than the rest.
Leading is the spacing between lines of type. Leading really affects the readability of your text. The main factor that affects leading is the type size. Typically a default leading should be 20 percent greater than the font size, so a 10 point font should have a 12 point leading. Although depending on the desired affect you’re trying to achieve this percentage could be greater.
Tracking adjusts the space evenly between GROUPS of characters. Tracking is a great tool to use to fill space with your type in an even manner. Tracking can be tricky especially with script fonts because it can make the text less readable and separate the letters too much.
A rule of thumb I follow is not mixing more than two font families in one design. If I do need another variation for some reason I’ll use one of the already chosen fonts but in a different weight (Bold, Italic etc..)
How you choose to align your paragraph text can have a huge role in how easy it is to read. Flush left is by the easy alignment to read because it’s how our eye naturally follow on the page. Ragged right and centered alignment can be used on the right occasion but when all else fails, just flush left!
Making sure that your text is actually readable is so important. I’ve seen too many logos with script fonts that are beautiful but extremely difficult to read. Be careful when choosing script fonts especially if the typeface has a lot of flourishes. Don’t make your audience try and guess what the word says.
Understanding hierarchy in typography will help you share your content in the best way. Visual hierarchy relies on size, weight, color, position and type contrast. If you’re new to understanding hierarchy try choosing the subject matter of your content and enlarge the size of it. Adjusting the size is the easiest way to establish hierarchy so start there and eventually move into trying the other methods!