All visually displayed text involves typography – whether it’s on a computer screen, on paper or a hoarding.David Jury, head of graphic design at Colchester Institute in England, states that "typography is now something everybody does."

The digitalization has upped the business tenfold. Typography appears almost everywhere. Let’s have a look at some:

  • Advertising
  • Hoardings
  • Graffiti
  • Maps and Labels
  • Clothing
  • Household appliances
  • Books
  • Documents
  • Presentations
  • Vehicle instrument panels
  • Typography is important in ways that they give life to a word.The choice of font can drastically affect an article. Similarly, with the font size, color, spacing.
  • A good typography lets the reader focus and enjoys what he/she sees. It becomes reader friendly.
  • For a graphic designer, 95% of his work includes type. Typography enhances the content.
  • It portrays a hierarchy. By looking at the font type and size a person can determine what is important. For a rather ordinary novel the title and author’s name will be of small font and in a bestselling Author’s novel, the author’s name will be in big and bold.
  • It’s another name for professionalism. Being able to design with the appropriate use of colors, fonts, and spacing shows that you are well versed will all the aspects and are quite professional. This can help gain customers.
  • In content marketing, typography guides the reader. Bolded texts draw attention, colorlets emphasizing points, bullets points let the reader know the gist of the article. Bolded headings at regular intervals navigate the readers through the text.
  • It reduces strain to the eyes and fatigue. The right size, spacing, and color can make the message legible and easy to grasp.

Types of topography

            Topography is undermined. The detailing, the effort is overlooked by a reader who is more concerned about the content. What they don’t realize is that topography makes a written statement appealing. Typefaces can be classified into 4 groups:

  1. With Serifs – The sub styles include Old Style, Transitional, slab, Neoclassical and didone.Introduced in the 18th century these fonts have a small line attached to the end of a letter or stroke. These are used in printed work in the body of texts since they are easy to read.
  2. Without serifs – These have 4 subs – Grotesque, square, humanistic, geometric.Sans Serif meaning without serif these do not have the extended strokes hence the name ‘sans’ got from French meaning “without”. San serif is mainly used in online work.
  3. Scripts–Formal,casual, calligraphic and blackletter&Lombardic fall in this category. These are the manual typefaces (i.e.) calligraphy and handwriting. The formal and casual scripts have a likeness to cursive writing, while calligraphy concentrates on the visual presentation. Here the legibility is compromised.
  4. Decorative styles–The 3 Sub styles are Grunge, Psychedelic, and graffiti. From the name, it’s clear that these are the fonts used for a decorative look. It has a huge category of styles. Mainly used for short texts and headlines. Tattoos or graffiti are of this type of font.


Typefaces help us to read information more clearly. We connect to a brand or a symbol and the typeface stays in our mind. If quizzed upon we will be surprised that we can actually remember the logo of a particular only because of the typeface. Types reflect what we want to communicate.A good typography can be appreciated if you’re a good reader. It can vary from a comic book to a Shakespearian novel. While creating content for a website or magazine, the typography is as important as the content. It’s also important to stay consistent with the typography while working with brands. Texts are the major source of information. Balance the graphics and texts equally. This will give a powerful content with a feel good visual.