What is typography?
The craft of arranging type so words are readable, clear and full of character.
Typography is the craft of choosing and arranging type: fonts, sizes, spacing and rhythm. It makes words easier to read and gives them the right feeling.
More than picking a font
Typography is about relationships: the scale jump between a headline and body text, the length of a line, the space between lines, and the contrast that guides your eye through a page. When it works, the page feels easy to read before you know why.
Why it carries the brand
Type has a voice. The same words set in a sturdy grotesque, a warm serif or a handwritten script say different things about who’s speaking. That makes typography a core part of any brand identity, and in many cases it does more work than the logo.
A few fundamentals
- Keep line length comfortable (roughly 60 to 75 characters)
- Use scale and weight to build a clear hierarchy
- Give text room to breathe
- Pick fewer families and use them with range
Typography also shapes UX and accessibility. Clear type helps people understand the page, move through it and act with less effort.