Whether reading a newspaper, book, signboard, movie poster, or going through articles on a desktop, what we are basically consuming is content. Content is king, and helping people absorb content in the most seamless manner stands a priority always.
Now here comes in the need to understand the pivotal role of typography in content creation, which often goes unnoticed despite its enormous power, potential and influence on the general mass. Typography may be plainly seen as the construction of ornamental typefaces. But, it has a supplementary emotional aspect to it. Different emotions can be expressed simply through a type choice. In fact, a typeface plays more than 90%of the role in my interface design.
For further explicitness, I will talk about how certain families of typefaces communicate certain emotions, and how I choose them when I am working on a project.
In the above design, I have tried to explain how the same message displayed in different types convey different emotions. While the first one appears romantic, the second seems to evoke revenge.
When looking for something corporate or professional I generally go with san-serif or serif. Both families confer a sense of clarity, making them perfectly suited for the corporate field. This rendering is the very reason why most tech companies use san-serif.
In a digital world, we don’t control the surface where someone is consuming the information. In such a scenario, san-serif renders well in smaller sizes and on screens with lower resolutions.
Rounded typefaces are often employed in the creation of humorous or kid’s content. The soft corners of such typefaces give them a more sportive and lively appearance, a reason why they are often found on the labels of food or kids brands. E.g.: Dunk, Donuts,Dominos, Gems etc.
Condensed typefaces are mostly used in sports, fitness, etc. Their bold and abbreviated appearance makes them perfect for sports branding, emblems, jerseys, posters, magazine headlines, labels and so much more.
These are just a few examples of typefaces which evoke certain particular emotions. The topic goes much further when it comes to selecting a type for a design, and I’m always curious to know which typefaces you employ as a means to improve the consumer experience.
by Suvo Ray
Published: 21st Sep 2021