Typography in design
Typography has long been at the heart of design. From Graphic Novels to the literary brilliance of the greats such Charles Dickens.
However in a modern setting this tradition needs to be translated onto websites and digital media. I have found whilst working with my clients that this is often times an aspect of their design that they overlook or simply do not care about. But the opposite should be true, when you consider that even google holds written content in regard when deciding on search rankings. Content is king, and the look of that content must take precedent over flashy graphics and images.
Typography has long been over-looked as an art form, however, there has been a movement within the web design world. Making text as much a part of the design as the images. Complimentary font styles and text manipulations are becoming the norm in modern design. Even making it on to the walls of our homes.
This has caused those that seek out great design to look to text as one of the focal points of the design. But do the rest of the public?
I don’t think so, not in my experience anyway. Text and even what that text says seems something that clients do not want to think about. They want their sites to scale to be visible on all devices and flashy animated graphics. This is great as it pushes the design envelope and creates great sites. But that does not often times translate to the information that the site is trying to get across. Set to generic web-safe font faces all the text the sites that you visit start to look alike. Even with the likes of the giants like Twitter or Facebook, there is no real text styling available, even when trying to put together an eye catching ad. If the text is boring to look at the reader won’t even pay attention whether you can get them to read it or not. But put that same advert in print and the whole language of the ad changes, the text is styled and often colourful and jumps right out at the reader. So why is this not happening on the web?
Well the answer is up for debate. But at least one of those arguments is likely to be that with content constantly being updated on these dynamic sites would make them cumbersome and slow. That may be so, but so many others take their cue from these giants, and style their sites in the same way.
I have vowed to try and make a difference in this, by making all of my sites include the text as part of the design, educating my own clients in the importance of the typography, what is written and how it is displayed. There are a great many copywriters out there doing fantastic work. Work that I class as an art form all of its own. Work that I think needs the recognition it deserves, I am not a natural writer and I know how hard it is to write something that both makes sense and engages the reader.
So lets all recognise the greatness that is Copywriters and the typographic experts out there that makes our articles and informative websites that bit more engaging.