Typography Basics

Understand the role of typography in visual communication as a component that can both deliver a message and reinforce the overall design.
Recognise the anatomy of a typeface, mastering terms such as baseline, cap height, x-height, serif, san-serif, kerning, leading and tracking.
Know the difference between typeface and font, where typeface refers to the design of the letters (like Helvetica or Times New Roman), and font refers to a specific version or weight of that typeface (like Helvetica Bold or Times New Roman Italic).
Become familiar with typographic classifications, including serif, sans-serif, script, display, and monospace, along with their appropriate uses.

Typography in Practice

Be aware of legibility and readability, make sure the text is clear and comfortable to read, considering factors like font size, letter spacing, line length, and line spacing.
Realise the importance of type hierarchy, using variations in size, weight, and colour to guide viewers through the design information in a systematic way.
Master how to create contrast and harmony in typography, by combining different typefaces that complement each other.
Understand how alignment and justification can affect the mood and readability of the design.

Be conscious of how fonts carry mood and personality, and how they can set the tone of your design. Determine whether a font feels modern, vintage, playful, serious, feminine, masculine, etc.
Know how different type treatments such as bold, italic, underline, capitalisation, and letter spacing can be used to emphasise and enhance the communication.
Learn about how typographic colour choices can impact the legibility, mood and balance of your design.
Realise the impact of typography on brand identity and how consistency in typographic choices can strengthen the brand image.

Familiarise yourself with basic typesetting rules for professional results, avoiding common mistakes like poor kerning/tracking or ‘widows’ and ‘orphans’ in paragraph composition.
Understand how to apply typography across different media, from print to digital, recognising the restrictions or considerations for each.
Practice creating typographic layouts that effectively balance visual and textual elements.
Recognise how typography fits into the broader context of graphic design, and how it must align with other elements like imagery, colour, and space for a coherent and effective design.