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A Primer on Typography in UI

Posted on 01.29.19 by Himanshi Tulsiani, Integrated Digital Consultant

“It all comes down to style.”

What is the very first thing that catches your attention when you read a book, visit a website or look at a street sign? Yes, it’s the style of writing. It’s the technique through which words have been put. This art of working with text is what called as Typography. This field has been a great source of influencer for designers too. It is a blend of art and science to produce something that can communicate with your audience well, thus provoking them to take an action.

Some of the reasons of why one should never fail to observe the integrity of typography designs are explained as under:

  • Pours emotions into the design: A well established typography content add emotions to the design. The arrangement of words, colors and fonts is what visually appeals to the viewers and this is what they find most engaging about a typographic content. It motivates them to perform better and triggers the creative image of their thought process.
  • It sustains their attention: It is quite easy to attract a user at their very first glance, but the task is to keep the readers engaged with your content. A designer should work on making his content interesting by highlighting the content that is artistic and captivating. Moreover, some graphics related to the content can also be used to lure the readers.
  • It establishes an information hierarchy: Information hierarchy means grouping the content related to the information it portrays. A designer can use different font and font size to differentiate the text that holds utmost importance.
  • It helps to create harmony: If a single pattern of typography is showcased throughout the presentation, then it builds a harmony. Harmony is an important feature of a typographic design. It maintains a sense of continuity in the presentation and keeps the work organized and uncluttered.
  • It reflects professionalism: Typography plays an important role in making the design quite professional and well presented. It helps in grasping the trust of customers along with adding value to the product.

Let’s learn how one should choose effective typography to make a design alluring and an enticing one:

  • Identify your purpose: One should identify the purpose of the design. It is important for a designer to decide before hand what it is that should be inculcated in a design. After this process, it is acceptable to align the typographic content with design. Typography is a basic tool that sets the tone of the design and imparts liveliness to it.
  • Identify your target audience: It is a cardinal step for a designer to identify his/her target audience and then accordingly manage typography to the content. For example, if the audience includes people in the growing demographic of over 50 years old, the best typographic content to apply here are a readable type size, legible typeface choice and reasonable line lengths for the same. The design should be clear and impactful, along with good color choices and well contrasting elements.
  • Looking and pairing for inspiration: A designer should perform a thorough competitive analysis and then design the typography for his/her design. Above all, beyond just fonts, one must also have a look over at the font pairing inspiration. This helps in establishing visual hierarchy and improves the design appearance.
  • Choose your fonts: Now that a designer has done proper research and has a thorough inspiration for the same it is time to choose the font type according to the target audience. One should always consider following three guidelines before choosing a font type:

    • Readability
    • Legibility
    • Purpose
    Therefore, one must choose right and attractive fonts for a design. To gain the attention of users a designer should also consider applying contrasting font colors, sizes and weights. A design will be enchanting only when the reader faces least strain.
  • Determine your font size: Font size is an important point to consider in typography. A designer should choose the font size according to the domain it is working for. For example, news channel generally prefer keeping font size relatively small whereas newspaper and newsletter prefer keeping font size according to information hierarchy. Headings are generally in largest font size, subheadings are of relatively small font size and body copy is of smallest font size when compared to latter.
  • Create a typography style guide: This is the last stage process wherein a designer is required to create a style guide for his typography to standardize his font type. A typography style includes a range of contrasting style to define font definitions, font sizes, font colors and example usages.

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