Typography is the visual element of any written text. It is the art and technique of arranging alphabetical letters in a certain textual form. In other words, it is an art where we use different typefaces as a mode of communication and expression. Typography has its roots in handwritten letterforms (calligraphy) but over time has evolved into digital typography that we see everywhere today from billboards to displays on all sort of electronic devices, e.g. TV screens, Mobile screens, Notebooks, etc.
Typography is vitally important in the design field, be it graphic designing or web designing. The first thing that comes in mind when we hear, listen or read typography is ‘fonts’. We also frequently hear another word ‘typeface’ in the designing field along with fonts. People often confuse both the terms not knowing they carry a slightly different meaning. A typeface is a term given to the entire family of fonts like Arial, Arial Black, Arial Narrow, Arial Rounded and Arial Unicode. All the versions of Arial make its typeface. Whereas, font is the term we use while referring to only one style within the family.
Choosing the correct typeface and font is very important for any designer. The right style can maximize the impact of the message. Similarly, the wrong choice can belittle the effectiveness. Any good design looks dull without the selection of a good typography. Before selecting the correct typography for any design, it is very important for the designer to first analyze the target audience. Choosing the typography keeping in view the audience will not only enhance the look and feel of entire design but it also ensures the reader grasp the message and goes through complete text. A good typography often goes unnoticed because whatever is presented makes sense.
Typography is a very deep and significant field with vast horizons of creativity. Those designers who do not give importance to it, their design always lack appeal and charm. An experienced designer should know the relevant typeface and font(s) for required field, industry and audience.
Few examples of font usages according to the industry are as follows: