Typography in branding.
Typography helps convey a brand's personality and visual identity by communicating specific values and characteristics. A brick-and-mortar bank might use a traditional serif, while a technology company opts for the more modern sans-serif. Selecting the right typeface helps create a consistent image, reinforces brand messaging, and makes it easier for customers to recognize.
Typography for user experience.
The right typography improves customer experience by making content easy to read and navigate. Clear fonts help users quickly find and understand information, while well-organized text makes reading more enjoyable. Good typography also helps guide users through content, making websites, apps, or printed material stickier and more engaging.
Typography for print and digital media.
Typography for digital media focuses on readability across various screen sizes and devices, using web-safe fonts and auto-adjusting for dynamic layouts, while print typography considers the finished work's physical size and material. Printed text doesn’t need to adapt to changing layouts or devices, so designers have more creative control.
By contrast, print typography considers the finished work's physical size and material, using fonts for clarity and style in fixed formats. Printed text doesn’t need to adapt to changing layouts or devices, so designers have more control over how typography is displayed.
Adobe Illustrator provides extensive tools for creating and customizing typography, allowing designers to experiment with various fonts and fine-tune type characteristics such as kerning, tracking, and leading.
While aesthetics are important, designers should prioritize readability, hierarchy, and scalability over style when choosing digital typefaces. The right typeface should enhance your final project's visual appeal and functionality, not detract from it.