Typography

Typography is spoken language rendered visible and static (if on paper) or transformable (if on screen). Type choice is a tool that can help communicate the tone &amp; style of a brand and create hierarchy. Effective type choice can make text more readable. Typography is a visual tool. <h5>Examples:</h5> <ul> <li><a href="http://craphound.com/images/340x_no_comic_sans_please.jpg"><img class="alignright" src="http://craphound.com/images/340x_no_comic_sans_please.jpg" alt="" width="213" height="244" /></a>Typography is important for instilling emotions around a given service - a law office whose letterhead is written in Comic Sans would not instill as much confidence as one written in Georgia. Similarly, a handwritten sign for a hospital would not inspire as much confidence as a one typed out in an imposing serif.</li> <li>An interface may use a combination of types to make hierarchical distinctions like a san serif font for headings and serif font for body copy.</li> </ul> <h4>Analysis</h4> <strong>Informational</strong> Type is used to convey information (such as direction) to the user who reads it. <strong>Orientational</strong> Type can instruct people what to enter within a given field (as shown here), or where a particular link leads. Employed in different sizes and weights, it can also indicate various pieces of information's importance. [caption id="" align="alignnone" width="580"]<a href="http://www.urban75.org/blog/images/brixton_signs-graffiti-2003-06.jpg"><img src="http://www.urban75.org/blog/images/brixton_signs-graffiti-2003-06.jpg" alt="" width="580" height="435" /></a> Graffiti in Brixton. Photo via: urban75.org[/caption] <strong>Feedback</strong> Once clicked upon, type in links often changes colors to indicate that users have already accessed the content on the "other side" of the link. <img class=" alignnone" src="https://i.vimeocdn.com/video/76986598_640.jpg" alt="" width="300" /> <img class=" alignnone" src="http://www.ladezign.com/websitedesign-seo-blog/files/products/WebDesignWedChangeVisitedLinkColor.jpg" alt="" width="265" height="190" /> <strong>Symbolic </strong>In Western cultures, serifed type often connotes elements of grandeur, status, and tradition, while sans-serifs can indicate a concept is more novel, minimal, and playful. <a href="http://designshack.net/wp-content/uploads/apple-sans.jpg"><img class="alignnone" src="http://designshack.net/wp-content/uploads/apple-sans.jpg" alt="" width="715" height="419" /></a> <strong>Performative</strong> Type underlined and/or in blue indicates that it is clickable, while black text does not. <img class="alignnone" src="http://www.jinfonet.com/kbase/server13/userguide/asset/images/wbrpt_edt_link5.gif" alt="" width="300" /> &nbsp;