If you give the paper, The Aesthetics of Reading, a look, you’ll be able to see how intricate and complex typography really is, why it needs to be such a focus, and how it effects on the reader’s mood and cognitive performance.
But if you don’t have the time or would just like me to summarize it all, well, here it is.
Researchers found after the study was that if the document is properly typeset, it not only makes it easier to read, but also pleasing and easier. On the other hand, bad typography makes it harder to read the version which quite obviously, in return, makes people disinterested. If whatever you’re designing is properly typeset, you can put in as much information as you’d like and it would still not be a nuisance to read.
It was also found that good typography boosts cognitive performance. This means that good typography makes it easier to perform whatever task is needed. Now, I bet that is something you did not expect.
Typography has a very clear effect on the mood of the reader and also impacts productivity, engagement and creativity.
Now, moving on to explaining the effects a little more in depth.
Why It Matters
If you’re not even sure why you should pay attention to typography, to make it simple, it’s how you can keep your reader’s attention to your illustration, brand or design. Yes, pictures can speak a thousand words, and so can your logo or other illustration. But typography plays quite a bit into how long they keep looking at your work, and the impact it makes on them.
The fonts, colors, sizes and everything else you use matter. You can give this study a read if you want more information. Typography may be an art but you still have to look at its roots in human cognition.
You can grab attention by styling your words differently, and even add them to a priority or importance list which makes it easier for the human brain to analyze and understand them and makes mental processing easier.
How to Get Started
Well, you need to know exactly what it is that you’re trying to achieve. The goal of your typography project should be clear. Knowing what you want your readers to feel is important and then working by keeping that thought in your mind will help you in clearly emphasizing the elements.
Try different font styles, sizes, colors, underline the text, make it bold, italicize it or whatever you need to do to make it convey that exact mood which will let people know about your work and not just grab their attention on first sight but keep it there for a while. If you’re a layman, you can simply try out a logo design tool yourself and see what works for you and what does not.
Also, do not forget, that it is very important for your text to be legible, even in small fonts. The characters need to be able to be identified correctly and make the process of reading your text smoothly without needing to invest a whole bunch of effort in understand the first letter alone.
Following are a few things you need to keep in mind to improve your typography skills.
• Simple letter types – fonts
• Avoid caps or all caps
• Line Length
• Line Spacing
• Letter Spacing
• Your Audience
• Complementation – Contrast and Vibrance