Julie Kilburn

How typography impacts your sales

by Julie Kilburn on February 19, 2014

Typography is 95% of design – it’s a driving force in all forms of communication art.

I can’t ever imagine reading a magazine, browsing through a website, playing with an app or watching TV without text.

Typography

What is typography?

Typography is essentially the art and technique of arranging type.

Many people never think about typography, mainly because they don’t have to.

However, as a designer, it’s my responsibility to consider the psychological effect typography has in relation to conveying a message.

In every situation where type is applied - whether it’s on web pages, advertising, logos or packaging – designers have to adapt their techniques and styles to the medium being used.

Typography allows me to be creative in ways that other aspects of graphic design doesn’t. There is such an overwhelming selection of fonts available that it enables me to have significant flexibility within my designs.

A typeface has the power to not only change the whole look and feel of a piece of work, but directly impact how a project is understood by the target audience.

The examples below illustrate how the impact of a headline can be altered according to the type of font that is used:
Typography example

The first option is, by far, the most suitable font style for the content. It’s clear, concise and corporate. However, if the second option had been selected, it would have resulted in the piece losing its credibility due to the font making the content appear jovial and fun.

A purely typographic design has the power to create such an impressive impact because the words ultimately become the image. Here are some creative posters that predominantly use typography:

Typography example 2

It would appear that it’s not just the print world that’s jumping on the typography bandwagon. More and more websites are featuring text-based designs rather than being flooded with icons and imagery. Take a look at these ‘super clean’ sites:

The Work Life Balance Centre

Worklifebalancecentre
Corporate Risk Watch

CorporateRiskWatch

Typography can make or break a design. And it’s an art and skill that takes time to master and get right. However, good typography will often go unnoticed because it just makes sense, allowing the reader to focus on the content rather than the layout.

It’s undoubtedly, one of the most (if not the most) powerful tools available to designers.

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Julie Kilburn

This post was written by Julie Kilburn

ulie has more than 16 years experience of designing printed and digital collateral and has extensive knowledge Adobe Creative Suite. She has worked with clients in a range of sectors including arts, environment, healthcare, industry, technology, government and sport.

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