Typography, more commonly known as a "font", gives a visible form to a written idea. Its main purpose is to facilitate reading, but not only!

Typography is an essential aspect of graphic design. When the eye is not aware of it, it is easy to think that typography only plays a secondary role in the composition of a communication medium. However, it suggests, conveys and provokes (just as much as images, colours, shapes) values, ideas, notions and even emotions. 

Here is a brief overview of the basic principles of typography, the adjustments that can be made to find the right balance between aesthetics and practice, in order to make you aware of the challenges of the typographic choices that designers have in their everyday professional life 

Don't Underestimate the Power of Typography: Strength, Meaning and Connotations 

Finding the right balance between aesthetics and functionality is what is at stake. Typography has the power to infuse a text with personality, to fill it with emotional attributes. The "image" aspect of the typeface is therefore an important component.  

Thinking about the "image" aspect means considering and using typography as an expression of values, and therefore the expression of a positioning for a brand or a company. It is giving character, a tone, generating emotion. It is to wonder what typography makes words say, because typography is beautiful and very meaningful, even before talking about the meaning of words.

In creating the overall visual identity of a company (logo design, graphic variations), or even a catchphrase, choosing a font whose tone is in keeping with the spirit of the subject is an important element. If the tone is wrong, the hook will lose its strength, meaning, and credibility. 

The large variety of typographic styles makes it possible to express all kinds of ideas; each font has its story to tell and its own unique personality. Typography also plays a role in a brand's image. Indeed, it helps to assert its identity and can even become a marker of recognition by the public (as for Google for example). 

However, beyond the power of the typo image, it is essential to think about the convenience and readability of the typeface in order to provide an optimal experience for the reader. 

Thinking about the “functional” aspect means considering and using typography as a means of fluid, rapid reading and of prioritizing information (providing reading keys to easily find the subject of a text, the plan, essential information, and briefly answer questions). The goal is therefore to make reading pleasing to the eye and to make it as easy as possible. 

From a marketing standpoint, this is a practice that will play a vital role in the reader's subconscious appetite. Good management of typographic parameters (choice of font, weight, size, hierarchy, etc.) considerably reduces reader loss as soon as the text is discovered and as it is read. This therefore directly influences the benefits of the communication (visibility rate, website traffic, etc.). 

To optimize the user experience, the choice of typography is therefore much more important, precise and delicate than it suggests.