As a designer, I get a little over-excited by beautiful typography.

Typography surrounds each and every one of us on a daily basis and most of us will be unaware of just how many typefaces you will come across in any one day!

Whether it be the lettering on a car number plate to the text on the back of your crisp packet, every single font around us has a name and has been lovingly designed and molded by a designer.

There are so many different typefaces out there it would be an impossible challenge to simply find out how many there are in the world, not to mention the hundreds of new ones that are being designed and published as we speak.

There are many things to consider when executing a piece of design, and typography is a major factor.

If the wrong typeface is used for a piece of marketing, this could be detrimental to the design and could significantly impact how effective that marketing campaign is.

Font choice, size, spacing and colour are the major factors to consider when designing something where typography is involved, which in my case is 99% of the time. A question I always ask myself is ‘does the font reflect the mood of the message?’ There is no point in using a lively, bubble style font if you are trying to sell mobility scooters to the elderly as this is going to totally confuse the end user and give off the wrong message. The typeface needs to suit the market and represent the product as a whole.

Is the sizing correct? It is paramount that the font is legible?. There is nothing worse than having to squint to read a badly executed design due to tiny font sizing. And equally a font that is too large can also be off putting and can cheapen the look of the design. If the font size is an issue and the end user struggles to read your marketing efforts, then it is unlikely there will be any leads, so it is definately a key factor that needs considering during the design process.

Spacing is something I use in a number of different ways regularly as a designer. Fonts come with standard kerning, (the spacing in-between letters), however, in design programs such as Adobe InDesign there is a function which lets you adjust the kerning and line height, which allows you to perfect the look and tailor that particular font to the needs of the design and the client’s advertising strategy.

The colour of your font is also key to the success of the design, as a poorly chosen colour may conflict with the font style and background noise, and may also portray the wrong values for your business. I always ensure that the colour chosen compliments the imagery and other elements within the design to achieve maximum impact.

Each piece of design implemented at Cornerstone has a careful attention to typography, layout and colour schemes, all of which when coupled with strong marketing messages and key calls to action create a campaign that works well, and works hard for our clients.

If you’re in need of a little typography advice, why not get in touch.

Cornerstone DM