Rudyard Kipling famously said that “words are, of course, the most powerful drug used by mankind. ” But what about the way in which those words are presented to us? Typographer Neville Brody explains that typography “has to do with ‘mood-setting’ before the message is delivered. Typography is a hidden tool of manipulation within society.”
Typography is the technique of arranging a font in order to make the language it expresses appealing and appropriate. The arrangement of type involves the selection of typefaces, point size, line length, leading (line spacing) and adjusting the spaces between groups of letters (‘tracking’).
Gary Hustwit’s documentary Helvetica is a feature-length independent film which focuses on typography, graphic design and global visual culture. It looks at the abundance of the popular font Helvetica, as part of a larger discussion regarding the way that type and font affects our lives. Hustwit contends that ‘Type is saying things to us all the time. Typefaces express a mood, an atmosphere, they give words a certain colouring.’
Why Should You Care?
Ellen Lupton, author of Thinking with Type: A Primer for Designers: A Critical Guide for Designers, Writers, Editors, & Students, expresses that;
“Readers usually ignore the typographic interface, gliding comfortably along literacy’s habitual groove. Sometimes, however, the interface should be allowed to fail. By making itself evident, typography can illuminate the construction and identity of a page, screen, place, or product.”
Typography can be a useful technique when it comes to establishing brand identity. Consistent typography promotes familiarity and helps with brand association, and typography can be manipulated in order to communicate hierarchy regarding important information. The key to creating hierarchy of importance, with regard to textual information, is through contrast – which is created through simple changes in weight, scale, positioning, colour, and tone of font.
Liquid Bubble excels at providing great design, and we can translate your company’s message visually through the medium of design, in a professional, creative, relevant and functional way. If you are looking for CMS design in London, please do not hesitate to contact us here at Liquid Bubble.
