It's a bit pointless for marketers and analysts to spend any amount of time developing a brand voice for their company if the site experience doesn't echo their voice. Yes its critical for your type to be clear, legible and visible on any device, but it should never look detached from your brand. Typography is a great way to give your brand an added layer of personality. Ensure that your typography choices make sense for every aspect of your specific brand and industry. For instance, styles and fonts used for the home page of a yoga studio look very different than ones used for an amusement park.
Typography is, quite simply, the art and technique of arranging type. It's central to the work and skills of a designer and is about much more than making the words legible. The choice of typeface and how you make it work with your layout, grid, color scheme, design theme and so on will make the difference between a good, bad and great design.
If all type was the same size, then it would be difficult to know which was the most important information on the page. In order to guide the reader, then, headings are usually large, sub headings are smaller and body type is smaller still.
If all type was the same size, then it would be difficult to know which was the most important information on the page. In order to guide the reader, then, headings are usually large, sub headings are smaller and body type is smaller still.
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