Typography is a fascinating and exciting world with the possibility of manipulating the very way our audience receives our message. It is about personality and readability; each will invite or repel the reader, set the mood, and deliver the message.
Words on paper have the opportunity to be enhanced. Whether choosing the font, style, or placement, the designer has the opportunity to be a typographer. This places an immense responsibility on the designer, and the designer who does not even bother to read the copy is missing out on a powerful opportunity to influence their audiences-to unite copy and design strategically.
Within the copy lie the discrete glyphs that can subconsciously ensure your audience that you are a professional. That they can rely on your words.
Within the copy of your communication pieces, look for the flowing typographical uses to enhance the power of your written words.
- Font families, full use of a family (roman, bold, italic) is considered before the use of another font
- Leading, the spacing between lines of text allows the reader to follow from one line to the next in body copy and can be used to turn captions or article leads into powerful graphical elements.
- Kerning and Tracking, spacing between letters allows the eye to flow across the text and comprehend each word of the message without a struggle.
- Ligatures, a character, letter, or type, such as æ, combining two or more letters enhances the legibility of individual words
- Sub and Superscript, such as with the placement of monetary and ownership marks, are used appropriately
- The @ (“at the rate of” now simply “at”) is the most recognizable symbol in today’s society, yet the glyph often looks overlarge and does not need to be the most prominent element
- The ampersand, derived from the ligature of et (Latin for and), looks overpowering and may need to be reduced in size
- Exempli gratia (“for example” e.g.)
Id est (“in other words” i.e.)
These two Latin phrases mean two distinctly different things and are therefore not interchangeable (i.e you cannot use one when you mean the other.)