THE SECRETS OF TYPOGRAPHY

Typography is an important element in brand designs, editorial designs (books, magazines), print materials etc. This is why a correct and professional use of typography by a graphic designer is crucial. This whitepaper gives you some basic information to better understand the complex topic of typography.

 

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HOW OUR BRAIN SEES FONTS

 

Studies prove that the human eye orientates itself towards the upper edge of a letter. That means: If the lower letter half is missing, our brain can automatically add the missing letter half. See an example here:

 

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Upside down, this does not work:

 

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Even left out letters are no problem for our brain - as long as the first and last letters remain where they are. Here you see some examples that are readable (find the solution further down):

 

NWYRK         MCRSFT        LNDN        BRCLNA

 

However, this thesis cannot be applied to every word. Here you see some examples that are not possible to read (find the solution further down):

 

DBI        LMRDN        ARBS        PRS

 

ROMAN TYPE FACE VS. SANS SERIF

 

The biggest difference in typography might be: serifs or no serifs:

 

ABC abc                     ABC abc

Roman type face                 Sans serif

(with serifs)                          (without serifs)

 

Roman Type Face is very common in print material, most of all for big amounts of text because it has a positive impact on the reading flow. Serifs serve as an anchor which the human eye can orientate itself towards so you never lose the line. A text in Roman Type Face can be read quicker by 3.8 % than a text in a sans serif font.

 

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REGIONAL DIFFERENCES

 

In Central Europe, text is generally aligned towards the left edge of the page. In North America and Great Britain you will find indentations at the beginning of paragraphs (this used to be the case in Central Europe a long time ago too!).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Central Europe

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

North America, Great Britain

 

A speciality you find in the Russian market. Russians use more majuscules (upper case letters) than most other countries.

 

MIXING FONT

 

If you want to use several fonts within one text, style as well as size have to match perfectly. However, the size pt on the computer does not help because pt sizes do not work across different fonts. Here you see different fonts that are all in the same size:

 

My size is 18 pt. My size is 18 pt. My size is 18 pt..

My size is 18 pt. My size is 18 pt. My size is 18 pt.

My size is 18 pt. My size is 18 pt. My size is 18 pt.

 

Only graphic designers that have a good knowledge about typography know how to professionally mix different fonts, using various techniques.

 

 

 

Solution from above:

 

NWYRK                MCRSFT                LNDN                BRCLNA

New York             Microsoft               London             Barcelona

 

DBI                       LMRDN                  ARBS                 PRS

Dubai                   Le Meridien           Airbus                Paris