Unlock Typography
Let's unlock the mystery of fonts selection
Types of Fonts
- Serif
- Sans-serif
- Script
- Display or Decorative
- Slab-serif
1: How to Identify Fonts?
Serif
Serif fonts are typefaces that have serifs, which are extra strokes on the ends of their letterforms.
Sanserif
A sans-serif font is basically any font that doesn’t have little dashes at the end of each letter
Script
A script font is a classification of fonts designed to resemble traditional cursive handwriting
Display or Decorative
Also referred to as display type, decorative fonts are typically used for titles and headlines or for small amounts of text in large sizes such as in greeting cards or posters.
Slab-serif
In typography, a slab serif typeface is a type of serif typeface characterized by thick, block-like serifs. Serif terminals may be either blunt and angular or rounded.
2: Fonts and Emotions
Serif
90%
- Official Statement
- Seriousness
- Reliability
- Authority
- Respectability
10%
- Class
- Tradition
- Elegance
- Luxury
Sans-serif
90%
- Emotionless font
- Use where people have different perceptions
- Neutral
- Objective
- Stable
10%
— > Thin, ultra-thin, light, extra light
- Class
- Tradition
- Elegance
- Luxury
Extra BOLD/BLACK of this family Decorative/Display font.
Note: Only 4 family fonts of sans-serif behind regular-font are used to show mentioned classes.
Script(softness)
- Softness
- Love
- Lady
- Engagement
- Makeup
- Beauty product
- Kiss
Note: We can use here the combination of serif and script to make a more luxurious look.
Display or Decorative
- Hard (like a gym)
- speed
- Energy
- Casual
- Chic
- Stylish
- Progressive
- Intelligence
Note: Italic Extra bold or Black of San serif font can also be used here.
Slab-serif
- not more serious not more casual
- Bold
- Strong
- Expressive
3: How to Choose Fonts for your Design?
- Always use the professional font
- Identify the audience then go for the font
- Choose from the article’s website
Professional font: The font with all family i.e italic, thin, regular, bold, ultra-thin, extra bold, etc.
4: Font Pairing like a pro
Powers of each element
- Heading
- Subheading
- Description
Equal space means equal powers
Heading subheadings with fewer space descriptions have more space
Power distributed unequally
Make heading Bold [Main Font]
Subheading Italic
Description Regular [Description]
- Always take the content output into consideration before deciding on the font combination
- Always break the heading into 2 words
- Make a 125-degree angle for the heading
- Have auto space in professional family else caps words 7 pts
- Make an angle of 45 degrees in the description
- Use the Contrast principle as well.
5: Typography and Brand Connection
types of clients
- Well established client
- Startup
- Scratch
i) Known brands
- They have always their brand brief.
- They have fixed fonts.
- If you want to change take approval.
- Always experiment with design for well-established clients, not with their fonts
ii) Startup clients
- Fix their typography issues. And make designs with the same typography
iii) Scratch Brands
- Fix their issues regarding don’t
- Don’t use logo font in designs
- Fix Design fonts
6: Typography Poster
- Use characters behind the scene to remove n- space.
- Make interlocking points
- Design breakdown
- Decode words
7: Professional Poster
- Make leading lines
- Play with psychology
- We can use the proximity principle in a sense as we
