Typography

The typography used on a design/product is one of the most important aspects from a viewers perspective. It helps entice customers in and want to not only look at the design but to engage with it as the way the text is displayed can illicit certain reactions from groups of people. The font, weight, alignment, colour, contrast and hierarchy all play a part in constructing type in an appealing way that fits the brand values and identity. Due to how certain fonts have been used in a historical and cultural context can also affect how the media is perceived. For example, serif fonts has a vast artistic heritage due to it deriving from the Greek and Latin alphabet that gives it a more elegant and classic look. On the other hand sans serif fonts have only been popularised in the recent modern era, automatically making the viewer associate it with a more contemporary style.

When designing typography that will be used to advertise it’s important that it is legible as to not deter potential customers its hard to read. For example the website on the left utilises white space to help draw the readers eye to the text, as well as underline and increase the point size of important information that the designers want to have more impact. The right image is different in this aspect as it’s a lot more busy to look at however they are able to to make the type readable due to the bright bold text as well as solid colour beneath it

Font Pairing

It’s important