Designing has been a crucial part of branding for a very long time now but the trends are changing constantly. Creative agencies are trying their best to remain up-to-date with the changing trends to fulfill the designing needs of brands. One extremely important feature in designing today is typography because it apparently gives meaning to a logo or any other design.
While it is true that the content quality matters but when it comes to design, typography plays a greater role than the content itself. Imagine you prepare a presentation with exceptionally well-researched data but the slides are dry and unattractive. It ruins the experience for viewers!
Before we move on to the role of typography in design, let us distinguish between two main features of typography i.e. font and typeface. To be precise, Brian, for example, is a font while Brian Italics is a typeface. Fonts divided into sub-fonts become typeface.
Why Does Typography Matter?
Let us begin with the obvious: it attracts! Typography makes the content fancy and colorful at times which automatically gains the attention of visitors or viewers. When creative typography is incorporated in the text, people first get attracted to the text and then read it leading to a greater number of people actually reading what is written.
Apart from attraction, it improves willingness to read. A lot of people may not feel like reading a simple text simply because it seems boring. Typography adds energy to content and hence people who do not prefer reading are tempted to see what is written. Is that not fulfilling the purpose of designing for brands?
The next important benefit of typography is that it will not only enhance the attractiveness of content but also convey a specific mood and feeling. Since a design will not usually have lyrics or audio in case of a logo or flyer, it is imperative to demonstrate feelings to the audience for engagement. This feeling can be conveyed via typography using relevant colors in the text.
Finally, typography can make your design memorable for many people. A unique and perfect blend of fonts with color can stay in the minds of people for a long time which serves the purpose of every design i.e. potential customers remembering the brand.
For these reasons and the fact that typography can demonstrate professionalism, it remains an important part of designing in today’s era.