Typography in design: which 6 rules have an immediate effect?

In short: Good typography means: no more than two typefaces, a clear hierarchy between headline and body text, enough line spacing, sufficient contrast and the same rules across all media. Your choice of typeface shapes whether a business comes across as reputable, modern or personal, even before anyone reads the text.

Type is the design element that makes the biggest difference in almost every project and is most often underestimated. I apply the following rules in every project, from magazine typesetting to business cards.

1. Choose a typeface that suits the message

Serif typefaces look traditional and reputable, sans-serif typefaces modern and clear, script typefaces personal. A law firm such as Huber Rechtsanwälte calls for a different typeface than a festival poster such as Rockstock.

2. Legibility before originality

Body text on screen needs at least 16 pixels, in print 9 to 11 points depending on the typeface. Line spacing is ideally 1.4 to 1.6 times the font size. Light grey text on a white background looks elegant but is hard to read for many people.

3. No more than two typefaces

One typeface for headlines, one for body text. Any more looks restless. With different weights (Light, Regular, Bold) of one family, you get enough variety.

4. Clear hierarchy

Headline, subheading and body text must differ clearly, through size, weight or colour. People who skim a page only read the headlines. These should make sense on their own.

5. The same rules everywhere

Website, folder, presentation and social media use the same typefaces and size ratios. Check the licence while you are at it: not every desktop font may be used on a website. I recommend embedding web fonts locally rather than via Google servers, as this is more privacy-friendly.

6. White space is not wasted space

Spacing between paragraphs and around headlines lets text breathe. A crammed layout does not get read.

How can I test the typography of my brand presence myself?

• Can you identify the key message within three seconds?
• Can the text be read on a smartphone without zooming?
• Count the typefaces: more than two?
• Does your folder look like your website?

Typography is part of every corporate design. Once you define your typefaces, you save time on every print item and every web page.

Would you like to tidy up the typography of your materials? Write to me or book a free initial consultation directly.