Medium of Communication (Typography in Visual Communication)

A design may be related to a business or art or some specific product. When you see a design you can easily determine what sort of information it provides. This is due to the use of typography.

The arrangement of the contents, the colours and fonts used and other minute details provide a way of communication between the visitor and the website owner.

Perhaps the most important decision in setting an appropriate tone is choosing a typeface or font. A typeface is a family of fonts, each font being a different style (for example, Arial is a typeface, Arial Bold, Arial Narrow and Arial Regular are all fonts of the Arial typeface).

There are a number of categories of font including Roman (serif, sans-serif, script and ornamental), Blackletter, Monospaced, Symbol and others in between. Each of these will give a fairly distinct feel to a piece, however as always, it depends on how you use it.

Using size contrast in your work can create a real feeling of dynamism, depending on how far you take things, or it can simply make the piece easier to read.

Kerning is adjusting the space between individual letters and is often used in detail-oriented projects such as logo design to make the spaces between letters look even.

There are some designs you would call “experiential” designs, in which by viewing the design, you directly experience the feeling it's attempting to convey.