Typography design: a guide to rules and terms

Laara Bonn

letterer, illustrator and graphic designer

AI for everyone

Summary

Typography is the art and technique of arranging type in a way that makes written language visually appealing, readable, and effective in conveying a message. Whether you’re designing a website, creating a logo, or formatting text for print, understanding typography is crucial for any designer. In this guide, we’ll walk you through some essential typography rules and common terms to help you design with confidence.

author

Laara Bonn

letterer, illustrator and graphic designer

1. The Basics of Typography

At its core, typography is about how text is presented, not just the words themselves. It involves choosing the right fonts, adjusting their spacing, and aligning text in a way that enhances communication.

Font vs. Typeface

  • Typeface refers to the overall design of the letters. For example, Arial, Times New Roman, and Helvetica are different typefaces.
  • Font is a specific weight, style, or size of a typeface. So, Arial Bold 12pt is a font, while Arial is the typeface.

    • 2. Key Typography Rules to Follow

    Good typography is not just about picking attractive fonts—it's about ensuring the text is legible, aligned, and aesthetically balanced. Here are some key rules:

    Hierarchy

    Typography helps create a visual hierarchy, guiding readers through the text from the most important information to the least. To achieve hierarchy, you can adjust:

  • Font size: Larger fonts typically represent more important information (e.g., headlines).
  • Weight: Bold or semi-bold fonts attract attention and emphasize key points.
  • Spacing: Adequate line spacing (leading) and margin spacing help the content breathe and make reading easier.

    • Contrast

    Using contrasting fonts (e.g., serif vs. sans-serif) or font weights (light vs. bold) can make the design more engaging and easier to navigate. High contrast between the background and text is essential for readability.

    Alignment

    Alignment helps the reader process content easily. Left-aligned text is the most common and easiest to read in languages that read from left to right, while center-aligned text is often used for headings or quotes.

    3. Essential Typography Terms

    Understanding these common typography terms will help you navigate design discussions and improve your work:

    Kerning

    Kerning refers to the spacing between two individual letters. Adjusting kerning helps ensure that the text appears even and balanced. Poor kerning can make words hard to read and disrupt the flow of your design.

    Leading

    Leading (pronounced "ledding") is the vertical spacing between lines of text. Proper leading improves readability by preventing lines from feeling cramped. A general rule is to set leading to about 1.2–1.5 times the size of the font.

    Tracking

    Tracking refers to the spacing of all characters in a block of text. Unlike kerning (which adjusts spacing between pairs of letters), tracking adjusts the space across the entire text. It's useful for adjusting the overall density of text.

    X-Height

    The x-height is the height of lowercase letters, such as "x" and "a," excluding ascenders and descenders. Fonts with a larger x-height tend to be easier to read, especially at smaller sizes.

    Ascenders and Descenders

  • Ascenders are parts of lowercase letters that rise above the height of lowercase "x" (e.g., the top of a "d" or "b").
  • Descenders are parts of lowercase letters that extend below the baseline (e.g., the bottom of a "y" or "p").

    • 4. Choosing the Right Font for Your Project

    Selecting the right font can make or break your design. Here are a few tips:

  • Know your audience: Different fonts evoke different emotions. Serif fonts often convey tradition and reliability (e.g., Times New Roman), while sans-serif fonts feel modern and clean (e.g., Helvetica).
  • Limit the number of fonts: Stick to 2-3 complementary fonts for consistency. Too many fonts can create visual chaos.
  • Test for legibility: Always check if your chosen fonts are legible at various sizes, particularly for body text.

    • 5. Typography Trends to Watch

    Typography is an ever-evolving field, and keeping up with trends is key to staying current. Here are a few typography trends to watch:

  • Custom Fonts: Many brands are moving toward creating their own custom typefaces to stand out.
  • Bold and Playful Typography: Designers are increasingly experimenting with bold, oversized fonts to make a strong visual statement.
  • Variable Fonts: These fonts allow for multiple weights, widths, and styles in a single font file, offering more flexibility without sacrificing performance.

    • Conclusion

    Typography is much more than just arranging text on a page—it’s about creating an experience for the reader. By mastering the basic rules of typography and understanding common terms, you’ll be able to make informed design decisions that enhance readability, user experience, and visual appeal.

    Whether you're designing a website, creating a brand identity, or working on a printed piece, thoughtful typography can elevate your work and help communicate your message effectively. Keep experimenting, stay informed, and enjoy the art of designing with type!

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