Talking now about typography!

Kate Glotova | Art DirectorSeptember 23, 2022 | 4 min read

Typography in advertising often reflects a company's brand. A brand may use typography to express its theme, personality, and message.

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Ideas

Typography is one of the most powerful tools in a designer's arsenal. Let's explore how to use it effectively.

The Fundamentals

Typeface vs Font

**Typeface**: The design of the letters (e.g., Helvetica)

**Font**: A specific size and weight (e.g., Helvetica Bold 16px)

Type Categories

**Serif**: Traditional, trustworthy (Times, Georgia)

**Sans-serif**: Modern, clean (Helvetica, Arial)

**Display**: Decorative, for headlines only

**Monospace**: Fixed-width, for code

Typography in Branding

Your type choices communicate:

**Luxury**: Thin serifs, generous spacing

**Tech**: Geometric sans-serifs

**Friendly**: Rounded, playful fonts

**Traditional**: Classic serifs

Best Practices

**Limit typefaces**: Use 2-3 maximum

**Create hierarchy**: Use size, weight, and color

**Consider readability**: Body text should be 16px+

**Test on devices**: Check mobile and desktop

**Mind the line length**: 50-75 characters ideal

Typography can make or break your design. Invest time in getting it right!

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