The Effective Font

Typography

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The design of the characters that make up text and display type (headlines, subheads, captions) and the way they're presented on a page - influences your print communications more than any other single visual element. The term type describes a printing character regardless of how it is stored - on metal, film, magnetic tape, paper, or as a series of mathematical formulas in a computer. A typeface refers to one complete set of characters (or type) of a distinctive design and that is distinguished by its weight (such as bold), posture (such as italic), and size. Technically, font also refers to one complete set.

Typography influences your print communications more than any other single visual element.

Each typeface you choose sends an important and unique message to your reader. It conveys mood, communicates attitude, and sets tone. Consequently, type choices can help or hinder your readers' ability to understand your message. Type that grabs attention, but is unreadable, is not a success. Many other factors must be considered in choosing type: column alignment, width and spacing, font family, size, style, and weight. Plus, your desktop publishing system may give you such options as rotating and distorting type, as well as wrapping type around visuals and composing it to fit the available space. What's crucial for creating good-looking print is developing a discerning eye for type and knowing how typefaces work for you. These basic typographic principles can also help make your Web pages easier on the eye but there are specific limitations and freedoms for type when used on a computer screen.

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Here Are A Few Points To Remember

Use type as a design tool and not just as a wordsmith.

Apply typefaces and assign roles to the variations of typefaces.

Limit the number of typefaces to two-three at most per project.

Present typefaces effectively by managing the spaces they occupy, and their weight and posture.

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