Daily Typography

Importance of Typography in the World of Advertising

Advertisers are constantly looking for ways to increase the influential power of their ads. The pressure to influence the audience is so high that the advertisers are encouraged to match their advertising’s visuals, language, tone, and everything else with the motivation and understanding of the audience. A less considered approach in the field of advertising is to select executional element that will increase customer’s attention and help him/her relate with the brand. Following this point, advertisers are now giving importance to a potential critical but relatively underestimated executional element that is typography.

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Web Advertisement and Type Face

There is a marked difference in advertisement on the web and that in the print media using paper and ink. There are the factors of size of the print, there is the case of bandwidth and then there is the factor of design aspect that catches the viewers’ attention. To be noticeable is one common factor be it in print or on the web when it comes to advertisement. On the web the attention grabbing technique is even more serious a matter because the viewer has the tendency to browse and skip one advertisement if it does not impact the viewers’ attention. All viewers would never be the target audience for a particular net advertisement.

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Some Important Issues to Be Considered In Typography

Typography is defined as the discipline and procedure about type layout and the art of processing of type that includes the length, point size, line spacing and the typefaces. Earlier typography represented a specialized occupation until the computerized era, when it opened up to new ages of visual creative designers.

The mechanical press was invented in the mid fifteenth century by the German Goldsmith, Johannes Gutenberg. It was Gutenberg who developed some of the unique techniques of creating letter punches in large quantity which are required for printing of multitude copies of text. The printing technology revolutionized itself with the discovery and development of this technique.

In modern typography there are many issues to be considered when deciding about choosing a font type and also the layout of the text. Some of the issues that are to be considered in modern typography are:

The Context

This means that the visual appeal of typography is not specified by the person who is laying out the text of a page. It is done through the response of the font to the specific words that the text is comprised of.

Contrast and Stress

Earlier the “thins” and “thicks” of a letter were based on the direction, angle and pressure of a pen. However in type, the stress is defined as the direction in which the curve of a stroke changes its weight. There are three types of stress in typography. They are the (i) Angled or oblique (ii) The semi-oblique and (iii) The vertical stress. The contrast means the amount of the variation that happens in between the thick and thin strokes.

Revival versus the construction

There are many designers who use typefaces after learning about their construction. A typeface that is simple and has a repetitive pattern lacks in individuality in the letters and thus makes it difficult to distinguish from each other. High contrast between the foreground letters and the background paper should also be considered in typography.

Apart from these, the right size of the font matters too, after all you wouldn’t want the font to be as big as r4i cards nor as small as a dot.

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When and how to use italics

Ah…italics…one of the most interesting and equally CONFUSING things about fonts. Some people use them whenever they like, chucking them in at every opportunity, while others do bizarre things which them such as…horror of horrors…only italicising one or two letters of a word! What does it all mean? some people scream in sheer terror.

Well here’s the good thing, with italics there really ARE no rules…

Yes I said good! Because although this means the “rules” are open to interpretation, that doesn’t mean that it has to be a nightmare deciding on how you wish to go about using them.

Here are a few examples of the ways in which some people use them. If you’re one of the many confused people out there, this might help bring this little devil into perspective:

…italics aren’t necessarily anything to be scared about…

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The Essence of Right Typography

The secret to succeed as a graphic designer and to learn graphic design on the web is to know the right typography. Why? That’s because typography and selecting the right fonts is the key to success of a graphic designer’s career. His or her career is highly dependent on choosing the right fonts in his/her graphic work such as ad design, logo design and more.

The very idea that we need hundreds of fonts on our own computer is the first initial mistake that most designers make. That’s because it is really confusing to get the appropriate fonts when you already have that many. The best advice is not to make use of the free fonts, the ones you have on the computer or the ones which you find on the web. The significance of typography is quite high and each instructor must teach his or her students what is good and what a bad font is.

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Comic Sans – Love it or Hate it!

Typography and calligraphy both are closely related with aesthetics. They are really the combination of aesthetics, common sense, and knowledge. And, this is why various fonts have several different usages. For examples, you won’t use the gothic font to write a news story or a business e-mail. Similarly, Arial doesn’t seem to be a proper font to write comic story. So essentially, each font has got its own unique importance in writing. However, due to overuse and abuse of fonts many fonts got defamed.

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Celebrating Circus posters…

A lot of things have been the subject of design acclaim and accolades over the years, and right at the front of the queue are designers and artists, swiftly followed by magazines. Yet in fact, there is a lot more to typography and design than just these few select groups. If you know where to look, there are some absolutely astounding typefaces and designs out there – often right in your face no further than the end of your road.

As my good friend Malcolm from SEO company Surrey reminded me last week – this ones for you, Mal! – Circus posters are definitely worthy of a shout out. When I was growing up I would marvel at their old-school design and bright typefaces which seemed really different to anything out there. I was always wary of looking at the font too closely, though, as I worried I might see a clown in it! Not a good thing when you hate clowns as much as you love fonts.

Many of the early ones were painted completely by hand, by a skilled artist…

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The Typography Trick

Ever wondered why the calligraphers of old were considered unique artists and were held in considerable esteem? Thing is, we often give a lot of importance to the matter but seldom spend time on the presentation. And presentation is what really matters. I mean you could have great substance with you, but if presented in a way that does not garner attention, the effort is wasted, right?

The font, the typeface, the size: all matter more than we realise. They all work together to draw attention, hold that attention and bring about curiosity to read further. The matter that is on offer, takes it on from here. Typography is the bait in a manner of speaking. Words like free and discount is never found at the bottom corner of an ad, are they! They are of a different font, different colour and very often are highlighted with some trimmings too. For example check this sentence: ‘Online data cleansing services with FREE data audit’. The idea is that you don’t miss this offering and you go in and buy. See how typography works?

In today’s world, with the internet taking over our lives, it is all the more important as people are rushed; there is very little time and space, yet what you offer must stand out. You are constantly exposed to typography. Be it the work that you do or entertainment, there is no getting away from this. If you think about it, you are drawn to certain typefaces than others. Some stand out more than others. This is how marketing works; you are drawn to it. It is not passive offering; it is stealthy forcing you to buy. And it is the typography that is doing this!

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Web of Words

The majority of the time, we do not think about the way words are presented to us. Recognition of the letters and words comes first; the way they are presented comes second. Yet our first glance at the words hides a reaction that is subconscious. With most of our reading now conducted in electronic format, the way text is presented is causing us to be much more stringent about what we read and what we don’t.

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Know Your Type And The Type Will Set You Free

It breaks my heart when I see that people treat typography as a theoretical and useless science. In my opinion, this is the most important science in the world today. Why? From the screen of your iPod to your Facebook account, you are looking at type all the time. The choice of phone and the design utilized by online and offline services makes a huge difference on your decision.

Why is it that you are automatically attracted to certain types and fonts but find other fonts to be too complicated for your comfort? It is important to know the answer because it will help you understand how marketers try to manipulate this information to convince you to buy their products and services.

The simplest example is the various offers and discounts that one sees on television or on the internet. Buy a R4i card and get a Nintendo console free! Such an advertisement is going to catch your eyeballs and make you pull out your credit card to purchase the card immediately. However, what your eyes will miss is the small sign at the bottom of the advertisement that indicates that certain conditions may apply. Not only will you have to purchase the most expensive card, will also have to submit yourself to a painful draw of lots to determine the winner.

The seller will try to sell hundreds and thousands of cards and will give away just one console for free. What are the chances that you will succeed? Definitely not high. However, you will proceed because you have been entranced by the type and are a slave to the offer. That is the power of choosing the right type.

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