Daily Typography

Importance of Typography in the World of Advertising

Sat, 14 Apr 2012 18:33:25 +0000

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.

Typography is a very important element of word-driven advertising, such as in the print media and the internet. It has a significant potential to influence motivation and ability of an advertising message. Advertisers often fail to realize the impact that the typography of a message can have on the consuming audience especially children. Whether you are selling office desks London or cosmetics, it is important to understand the state-of-mind of the concerned audience and design the typography accordingly.

Given the critical importance of typography in the world of marketing, it is surprising to see how little research has been conducted to examine its effects. One of the main reasons for the lack of research is probably the absence of an organizing framework that can define the relationship between typographic dimensions, its outcomes, and the effect of those outcomes on the overall value of the brand.

Therefore, the study that is being done regarding typography develops a general model of typographic effects in advertising-based-persuasion and then tests selected portions of the model. The studies have confirmed that typography is not only capable of affecting consumer’s ability to process the information in the advertisement but also that the effect of various typographic characteristics can be highly interactive and result oriented.

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Web Advertisement and Type Face

Fri, 09 Mar 2012 10:33:01 +0000

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.

In this aspect the most important features that makes an advertisement, or even a software for that matter; whether it is a human resource software or application building software, instantly attractive is not the design of the entire web page but the content by looks. By this it means the viewer must get the feeling of comfort to read the contents that have been pasted on the web page. The design would only give the initial halt of the viewers'browsing motion or instinct, thereafter a bad font or type face would as surely and as instantly make the viewer shift attention to some other page.

One must therefore make sure the typeface selected is very readable and comfortable the eye. A type face where the viewer would have to skew up the face for getting the text into focus would not work on the internet. Basing the type face on simple design has proved to be a more intelligent and favored way than having a highly artistic type face on the page. This type of type face, the artistic genre, may hold good only as the heading to draw momentary attention of the viewers. It is important to choose a correct typeface to ensure sustained interest of the viewer on the contents of the page.

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Some Important Issues to Be Considered In Typography

Tue, 28 Feb 2012 05:28:28 +0000

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

Tue, 07 Feb 2012 20:08:41 +0000

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…

1) Italics can be used to convey thoughts, feelings or speech. Such as this: I hate using italics! said Steve in his head, but not out loud because he didn’t want to get detention for this, again.

2) Or they can be used to convey a popular saying like this: the grass is always greener on the other side.

3) Or, how about this, then? They can be used to set a sentence apart for emphasis, like this: corporate magician needed at the London Paladium Hotel…

4) In other words, italics represent freedom. Because as well as all these things, within speech marks they can also offer a way for a writer to emphasize what a character is saying, like this example here: Carried said, “I have no idea what I am wearing tonight.”

So really, italics aren’t necessarily anything to be scared about. They are just a great tool for changing simple text in a number of ways using a very simple technique. In other words they are simply brilliant! A life without them? I honestly don’t know what I would do…

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The Essence of Right Typography

Wed, 11 Jan 2012 12:07:48 +0000

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.

There are several companies that produce the designed fonts which emphasize on the psychology which is supposed to move the viewer. Moreover, most fonts which these companies produce generally lead to the progress and success of logo design or graphic design. The best thing is that one successful design may ensure a lot of work for the successful graphic designer. Hence, it is always suggested to buy a number of fonts from any registered company, i.e. to ensure the use of delicately designed fonts which can produce best results.

Top Rules for Best Logo and online graphic design:

Use maximum 3 colors
Try not to make use of any special effects like the gradients
The logo must look good in white and black as it does in color
Try to keep everything simple so that it will be recognized easily
Be sure to avoid trends so that your logo appears timeless
The logo must be solid
Develop an unforgettable/unique shape for your logo

Always remember that good typography adds to the success of the graphics much like what good designer suits do to the cover of a fashion magazine.

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Comic Sans – Love it or Hate it!

Thu, 10 Nov 2011 10:06:12 +0000

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.

For instance, Comic Sans is the font that has been known to have gathered the maximum hatred by the people. Indeed, the level of hate can be easily reflected by the fact that there is even a dedicated website against the use of Comic Sans font. Interesting part, however, is that it is really difficult to find many arguments that justify all the hatred against this jolly font.

Possibly, it is due to the overuse of this font during its early days of inception. Even now, when you receive certain idiotic forwards on your e-mail, most of them seem to have used Comic Sans in pink and purple colors. What makes the situation worse for this font is that many people even use it in their business communication, which is clearly an incorrect usage of this font. Using the Comic Sans font when you are trying to convey any important information is not considered appropriate, as a rule of thumb. For example, you might use it for writing comic stories and dialogs of cartoon characters, you shouldn’t certainly use it for the marketing brochures of King and Allen suits.

Regardless of the fact that most people I know seem to hate this font, this font is one of the most popular fonts ever designed in typography. Many people still love it and that can be illustrated by the fact that you still see it quite often in your e-mails and then, it doesn’t matter whether you love it or hate it!

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Celebrating Circus posters…

Fri, 30 Sep 2011 14:05:21 +0000

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…

Anyway, the other really cool thing about the circus posters was the theme of them. They’d always be a similar theme, and they would never change so much you didn’t recognise them, yet each poster was subtly different. I have a small collection of these posters at home, my favourite one being the one with the massive elephant going back on its enormous hind legs!

And, whether you believe me or not, these Circus posters have proved catchy and influential with an all manner of other industries. For some reason yellow was always a popular colour for font, while red was often used as a background colour to really give it some punch.

Another brilliant face of Circus posters is their hand-made quality. Many of the early ones were painted completely by hand, by a skilled artist, and some of the Circus’s still follow this ethic now, making the work worthy of collecting. At least, if you ask me! Some of these posters show more skill than dozens of modern-day movie posters…that much is for sure.

Another weird thing about these posters is that over the years they have actually been copied by big financial companies looking to create a fun new advertising campaign. Strange as it is, these images are everywhere if you look closely enough, bringing style from other countries to the UK in a way which I am very glad of.

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The Typography Trick

Thu, 25 Aug 2011 11:34:03 +0000

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

Fri, 12 Aug 2011 14:33:36 +0000

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.

Web designers are realising this and the good ones are ensuring that the text visitors first see is welcoming and friendly. Mobile phone companies in particular are realising how important typefaces are. When holidaying abroad or travelling in general, users want the text on their phone to be simple, efficient and easy to digest. Using the internet on your mobile overseas has become normal, but the last thing anyone wants to see is blocky, hard to read text. That is why a lot of Internet Service Providers and Mobile Phone groups have now loaded software on their handsets that allows users to choose the font and typeface that appears friendly to the individual.

The BBC published an in depth article last year about the unspoken importance of typeface. They even used their own website as an example of how minor changes can alter people’s perception of something. Experts have discovered that differences in typeface can physically affect us. When Avatar premiered a year and half ago, there were some complaints to cinema managers about the subtitles used in portions of the film. Some customers described them as ’unreadable'and others cited that the subtitles actually made them feel sick. Whether or not these effects were because of the film being in 3D is hard to say, but it does illustrate the significance of choosing your typeface carefully. The Avatar font was criticised by graphic designers as being ’ugly'and ’boring’. Yet it was chosen carefully to aid in the description of the Na’avi characters in the film.

Changing your font and typeface on the web is easier to do then in print so affords a designer a lot of leeway in experimentation. Trying to quantify the results of any changes with the audience is a lot easier then in print too as the online community are always ready to comment and blog their thoughts for everyone to read.

Typography is considered a niche speciality, which is unusual considering we rely on it every single day. The advance of the internet has begun to change all of that and typography looks set to influence our perceptions even more as the net continues to grow.

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Know Your Type And The Type Will Set You Free

Tue, 09 Aug 2011 09:03:55 +0000

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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