Typography is a way to “dress up” text so it reflects brand’s personality while communicating the message clearly.
Headlines in brand typography are the lead singers of your content. They grab attention, break up the text and introduce the content, but also reflect your brand’s personality through chosen typeface. Think bold fonts for tech startups, or elegant scripts for luxury brands.
Body text is usually the introverted cousin of the loud and sometimes quirky headline. It’s function is to create a smooth reading experience and keep your audience engaged while still reflecting your brand’s personality.
Sometimes not everything goes as anticipated - enter fallback typefaces. These are widely available typefaces, pre-installed on most devices. They act as a safety net in case your chosen brand typeface isn't available on someone's computer or phone. This ensures your message gets across clearly, even if the design isn't 100% on brand.
Page of text with everything the same size can be confusing, overwhelming and boring. This is where text hierarchy comes into play - it uses different font sizes for titles, headlines, subheadings and body text, creating a clear path for readers. This hierarchy makes content easily scannable, engaging and memorable, plus benefits people using assistive technologies by improving accessibility.
Text hierarchy can also be created using different text highlighting techniques.
