THE WORLD OF FONTS
During the creation of a new brand, the graphic designer will have to face an often very thoughtful choice: the choice of the most suitable font. In fact, these are considered real graphic elements on a par with color (news link the importance of colors) that speak and bring a silent message to the human mind. For this reason it is important to know how to use them correctly.
With the invention of typography and the creation of characters, it has become an indispensable part of communicating the message. In addition to the content itself, the author was able to arouse sensations in the reader also with the help of characters / fonts. This principle has remained until today. The choice of a font is, in fact, a crucial aspect in the process of creating a logo but also in any other aspect of graphic design. This concept applies in many sectors such as the creation of a label, a book, a newspaper, a logo, a brochure ect.
Fonts can be divided into different types:
- Font Serif: are all those fonts that have elongation at the ends: the so-called graces. These transmit elegance, tradition, authority, reliability. These help to direct the gaze to be able to read the printed text more easily. Ideal for law firms, doctors and academia.
- Sansa Serif Font: in French <sans> means <without>. They are therefore without grace and communicate immediacy, clarity, balance, sobriety, modernity and for this reason they are used in different contexts and sectors.
- Calligraphic Fonts: are those fonts that seem handwritten and express youth, creativity, imagination and originality.
- Monospaced characters: linear characters where each letter has the same horizontal width. These types of fonts have always been used in word processing programs as they have good readability.
Another particular aspect of fonts are the optical corrections that are made by the graphic designer. Have you ever noticed how often, in some fonts or graphic projects, there are elements that are not perfectly aligned in a geometric way? Let’s see some examples together to better understand the concept.
In the image below I used a very simple Futura and we can see how there is a great misalignment of some letters compared to others.
Usually it is not a detail that is noticeable optically, but all this is due to the optical corrections made. But let’s see together what we are talking about and why they are so important in the creation of new projects, logos etc.
By optical corrections we mean all those tricks and changes that are made to some graphic elements to ensure greater harmony and a more pleasing optical effect.
In English we can call it Overshooting typography that is “passing over”; create an optical illusion such that the letters with curved parts and those with flat tops appear to be of the same height even if they are not. All this happens because what we see through our eyes is mediated by the receptors of our brain and it gives us a representation based on our knowledge and experience. Just think of Gestalt theory, which is based on the awareness that our brain processes and reconstructs what it receives from the eyes.
Precisely for this reason, optical corrections are essential to know and to exploit for the creation of a new brand or logo. Having the awareness of how our brain reacts to certain stimuli and forms, we can use this knowledge to our advantage and as our ally, making everything more harmonious, thus overcoming the classic geometric pattern which is often not enough.
Obviously in this sector the topics to be talked about are many and this just seen is a small taste. We as global cosmetics also take care of the development of your brand taking into account all these small details that actually make a big difference.