TYPOGRAPHY

What is it?

Typography is the technique and art of arranging typed matter to make the language visible. This include text size, design, size, colour and how the text is displayed. The arrangement includes point size, line length, spacing between letters and words.

Why is it important?

Typography is important and should be taken into great consideration especially in magazines and other informational text. The purpose of the magazine is to entertain but most importantly inform the reader which can only be done if the reader can easily read the text, otherwise they will be disinterested.  In the presentation process the typography should link or emphasize the theme or genre of the page otherwise it can completely change the look and feel. This means if it is used effectively it can covey a certain mood or feeling where the audience needs to understand the message you are trying to send them. For example if the theme of a magazine is Halloween, a scary and dark font should used to alliterate the theme. The typography sets the tone of the text before you even begin to read it. If the text is too small or cramped together the reader could immediately ignore the page and refuse to read if it is too small. Different font sizes especially on a front cover can be very effective as they can emphasize different parts representing how important they are. Buzz words like 'plus' are usually larger to catch the reader's attention to that particular area of the page. Repetition of the same font or style should be used throughout a magazine to show fluency and simplicity and continue the theme. Depending on the layout of the page, text should be positioned in a orderly manner and synchronized with any images. The text should not overlap but fit the shape of an image particularly on double page spread. By doing this the text appears organised and in proportion tidily. The font style used for a masthead or logo is essential so that the reader can recognize it time and time again. This means the style should be quirky and not alike other logos otherwise this can confuse the reader and not distinguish the product.

Serif and Sans-Serif Fonts

Magazine front covers, contents pages and double page spreads use a range of different serif font and sans serif fonts. The obvious difference between the fonts is that each letter of a serif font is decorated with thin strokes or edges on the end of each letter. Sans-serif fonts are smooth, bold and are far simpler. In a magazine the masthead is commonly a sans-serif font as they are easier to read from a difference, an advantage for customers in a shop. The masthead is less likely to appear blurry from a distance making it recognizable and clear to read. Smaller text is usually typed in a serif font which are far more interesting and unique. In addition to this it easier to differentiate the letters of a serif font as they are individually styled.

Kerning

Kerning is the adjustment of space between letters in a word. Correct kerning helps the text look optically correct by the letters being in correct proportion with each other. Incorrect kerning can cause greater difficulties when reading text therefore downgrade the appearance of the page.