From Merriam-Webster’s Dictionary, Typography is defined as the style, arrangement, or appearance of typeset matter. Arranging type involves selecting typefaces, point size, line length, leading, tracking, and kerning.
Why typography matters in design?
Typography is the foundation to branding. A brand is the unique characteristic that identifies a product, service, a company, or a manufacturer. Typography can be as important as the use of color and graphics in designing a brand.
Just like art, fashion, and technology, typography consistently transforms over time. New fonts are created to make the viewer evoke a particular feeling. There are also trends and styles that emerge frequently, thus typography also follows these trends.
In order to use typography effectively, one must anticipate how the use of fonts and styling will influence the viewers, even in ways they are not conscious of initially. Research has indicated that the skillful use of typography can affect readers’ emotions and their performance in other tasks.Typography influences how readers process information, and the most successful typography also engages the consumer. In advertising, typography is important because it tells the consumer what they’re reading and why it should be important to them.
Here are some websites on how to design an effective typographical design: