A graphic designer's view on choosing the right typography for your creative print design project

Author: Gavin Roberts (Senior Designer)
Date: 24 Apr 2009

Categories: Print design articles

If you want to engage with your target audience, then you need to think carefully about what you say. As well the words that are chosen to communicate the message, for the designer, the typography used for these words is an important factor in helping you getting your message across effectively.

You’ve asked your creative design agency to work on a new brochure design. You’ve given them your logo. Your helpful designer’s sourced some great imagery. And, the carefully crafted copy is, quite frankly, amazing. Now over to the creatives...

From a design perspective, the task of getting the ‘words’ bit right doesn’t end with the choice of words (or, indeed, the order you place them in). For the designer, typography is hugely important.

Faced with an astounding array of possible typefaces, how does the designer go about choosing the right ones for your creative project?

One common approach is to make typographical selections based on the spirit of the message that the client wishes to communicate. For example, if you’re an accountancy firm, a bold serif typeface that implies dependability might seem an obvious choice for a letterhead design. Now, if it works for the logotype, why stop there? Why not employ the same thinking for the letterhead address and the telephone numbers...?

Then, imagine if you’re a Manchester club promoter looking to advertise your rock night with an eye-catching poster. You want to really stand out – you know, really emphasise to people that you’re a ROCK night - so a distorted, grungy type spelling out everything about your night, including your website address, might seem like a winner.

Now, although this kind of thinking happens all the time, we think that it’s best to take a more considered approach to typography. For the body copy, instead of choosing a typeface based on what you wish to say, we think that the choice should support clear communication of your message. In essence, the typeface choice should aim to reinforce the message, rather than being the message itself.

Or, as succinctly put by renowned typographer, Stefan Sagmeister, “by utilising an open typographic approach combined with a clear message, many viewers have an easier time relating their own experience.”

Additionally, a more ‘open’ approach is more likely to be sustainable. The same typeface can then be used for future applications (e.g. promotional leaflets), which allows a consistent face to be presented across communications. In branding terms, consistency is good.

We’re not advocating that you play it safe and stick to the bland. The right typography still helps to convey personality – but, crucially, allow for clarity of message, legibility and sustainability.

If you need help choosing between your Bauhaus 93 and Bell Gothic, then let the design team at greensplash help. With our creative graphic design service, we will take a structured approach to your design project – to get your message out clearly and effectively.

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