Typography.. What Is It?

By: Joe Cimmino

What does it take to create a ground-breaking advertisement? An advertisement that will successfully communicate a message as well as capture the attention of your audience? Is it a specific color scheme? Or perhaps a certain graphic? Although these are very important to take into consideration, I believe the most important element in creating an effective ad design is typography.

What Is Typography?

Typography is the arrangement of font type into the layout of a design. Arranging text into a design sounds may sound simple, but it often requires a lot of thought, as well as a good amount of trial and error. When laying out text in a design, you need to take into consideration many different factors including different typefaces, point sizes, line lengths & spacings. These text elements represent typography, and with the correct combination, it could be the means to a very successful advertisement and design.

Why Is Typography Important.

When looking at typography from a marketing mentality, it is crucial that you see the importance it plays on the overall appearance and tone you are trying to express. Typography is a way to suggest a reaction or response from your viewer, helping them understand who you are as a company, and what services/products you can offer them, above and beyond the actual words and graphics.