To know typography is to know design. Typography is the visual communication of design through words. Developing a mastery of type allows you to effectively communicate messages to consumers in a way that will be the most receptive — developing an understanding of the two types of typography which are expressive(type that carries the meaning of a word and can be viewed as a shape) and functional (type that is primarily meant to be read). Getting a grasp of the fundamentals is key to learning how to rule type. When you understand the fundamentals, you can then apply that knowledge and manipulate type in some fantastic ways. These fundamentals consist of components s such as hierarchy, legibility, grouping, flow, and contrast. Here are some fundamental rules you can apply to your type to better your usage and help your consumer messaging standout
Always skip a weight to create contrast. Transitioning from light to bold or bold to light create contrast, which allows readers to distinguish the differences. Try using bold text for headlines and light text for body copy to create good contrast in your copy.
Double Point Sizes
Another way to create contrast is by doubling point sizes. For example if your headline is 40pt make the body copy 20pt.
Choose A Good Typeface
There are tons of typefaces to choose from, but that doesn’t mean you should use all them. Many brands use the same typefaces because they are proven to be the most versatile and do the best job of delivering their brands messaging. Here are just a few from the list of typefaces a brand should be familiar with and consider using.