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Deviprasad Goenka Management College of Media Studies

Web Design and Typography – Brother In Arms

by Prof. Vidula Deo

April 12, 2018 at 10:00 AM



What is Typography?


Typography is the art, technique and science of arranging types. It enhances the psychological effect of a message; makes a message more impactful and memorable. Today, when the attention and retention span of a reader has drastically minimized, typography takes on the job of pining the message on the viewer’s mind board.
Typography is one of the key factors in all kinds of effective communication art. Imagine reading a book, a website, an app or the TV without any text. Now, imagine reading a book, a website, an app or the TV with text that is boring.

Importance of Typography


  1. A “emotion”, a “mood”, a “feeling” is conveyed –

    A particular typeface can affect how a text is understood or perceived by the audience.
    IMPACT OF TYPOGRAPHY
    IMPACT OF TYPOGRAPHY

    The example on left showcases a picture of power, importance and significance. The example on right is classy, stylish and easy-going.

  2. Keeping the audience focus intact –

    The primary aim of good typography is to keep the reader’s focus on the content not formatting. The visual impact of good typography is so powerful that it is rare that it will go unnoticed.

    What is good typography?
    It is visual communication.
    What is good typography?
    It is impactful communication.

    What is read on the left is clear to read, and easy to recollect. The font, style, color, size is easy to comprehend. Text on the right is disturbing to the mind and eye. Hence the reader will not easily remember the content or the message.

Brand Messaging, Web Design and Typography


In web design, design plays a powerful role. Here, the impact and importance of typography is seen through brand recognition. Fonts, color, text, style all make a brand distinct to the reader. Also, typography creates a visual hierarchy; makes reading and retention of the text easier. A web design can be called effective if it suffices the following conditions –

1. Does it generate a reaction?


Doesn’t a certain tone of voice invoke a certain emotion? Doesn’t a certain kind of body language summon a certain reaction? Just like verbal and non-verbal communication, even visual literature can invoke a specific feeling and reaction desired by the brand. Plain text is incapable of doing this. More so, the same text can be given different effects and visual dimensions to invoke different reactions from the reader.

Image Source: clinique.in

Image Source: https://www.maybelline.com/

The use and impact of typography can be seen in the web design of two powerful brands in the world of cosmetics. The imagery conveyed by Clinique Typography is sleek, stylish and sexy. The imagery conveyed by Maybelline Typography is bold, head-strong and no-nonsense.

2. Can it generate a response?

Change is a continual and constant process. But this change has become fast and evident due to Internet. This change and response is very evident in websites going from static to responsive.For a website to be responsive enough to get read and clicked upon, requires a good blend of text and visual effect.

Image Source: essex.ac.uk

Image Source: essex.ac.uk

Image Source: essex.ac.uk

The above website effectively shows the powerful conjunction of verbal and visual language.
To simply put it, one can’t deny the fact that typography has the power to shape the perception of a website reader and the ability to engage them. An improved engagement means better conversion rates and effective content delivery to the user. Hence, instead of plain ‘pretty’ content, clever and impactful typography it is definitely the demand of today’s website design. To sum up in plain flour words – Good Design is definitely Good Business.