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Print typography isn't just an arbitrary arrangement of letters and fonts. It's become something of its own art form, with businesses and brands paying big bucks to designers who have mastered it.
People hang typography prints on the walls in their home and offices. It's a popular choice for gallery walls and marketing tools alike. And, it's just the right balance of creativity and connectivity that will help your brand stand out.
This guide covers the art of print typography and how you can use it in your business's printing projects.
You should give as much attention to the way your words appear as you give to creating the words themselves.
What Exactly Is Print Typography?
Typography refers to the way letters appear on an object, whether it's a brochure or on your computer screen. Therefore, print typography is the way letters look when they are printed.
Typography is arguably one of the most important elements of your project. The fonts, colors, and sizes you choose brings your content to life. It should pull the reader in and make your printed material stand out. It also has the power to convey emotions, build your brand, and speak directly to the reader.
Layout & Design Tips Even Beginners Can Master
As we said earlier, print typography is an art.
If you've ever designed something for print, you already know that what you see on your computer, particularly where your text is concerned, doesn’t always translate to the look and feel of your finished product. Letters may appear larger or smaller than you imagined. Or, they may look condensed, connected, or otherwise unreadable on your printed material.
Unfortunately, mastering the art of print typography is often trial and error. Unless you've hired an expert graphic designer, you might make some costly font-related mistakes on your print projects.
However, that doesn't mean you have to be a master designer to leverage its benefits. Put these seven tips to use when adding typography stylings to your projects:
#1
Choose the Right Font for the Right Message
Just like people, fonts have personalities. They each communicate a specific mood, and you'll want to ensure your font is sending the right message to the right person.
Obviously, you wouldn't use a font filled with curly-cues and hearts over the "i" for a motorcycle shop, nor would you use a kindergarten-style handwritten font for a law firm. But some fonts aren't as easy to dissect. Also, choosing oddball fonts that most people could name from Microsoft Word usually aren't the best options, either.
Again, most typography choices are best selected by a professional designer. If a designer isn't in your budget, check out this blog post on how to choose fonts for your print projects.
#2
Consider Font Size
When choosing your font size, you must first consider the conditions on which the text is read. The font size you use for a business card won't work for your trade show banner.
Also, it's important to remember that a font of one size might be bigger or smaller than another font of that same size. The "point" value of a font doesn't necessarily give you an accurate representation of how different fonts will look compared to each other.
Your best bet is to choose a font size that works in your design, not just a specific numerical size.
#3
Adjust Your Kerning
Kerning refers to the spacing between letters. You can adjust the kerning in programs like Adobe InDesign or other editing programs.
Kerning isn't usually thought of as part of the design process. Most people let the letters appear as typed and roll with it. But in some cases, you may want to bring letters closer together or space them farther apart to add impact to your message.
Without proper kerning, your typography may come across as unprofessional or odd. If possible, have a designer look over your work to see if you need to tighten up your text or add a little space to make your typography more appealing to the reader.
#4
Print Typography Means Choosing Fonts that Pair Well Together
Some fonts were simply made for each other. Others look extremely odd when paired together.
And for non-designers, it's not always obvious if you've made a good font pairing or not.
There are no hard and fast rules on how to pair fonts. But generally speaking, serif fonts go well with sans serif fonts. Fancy fonts usually benefit from a blander font for balance.
Don't be afraid to experiment with different combinations. That's part of the fun of designing your print project!
This is a serif font. It is Google Font Merriweather.
This is a sans serif font. It is Google Font Roboto.
#5
Consider How Alignment Affects the Font
Print typography can be aligned in four different ways: Left, Right, Center, or Justified. Each one has an impact on readability, and it matters more than you might think.
Put your typography through each type of alignment and you'll notice subtle differences that either make it easier or harder to read.
For longer pieces of text, it's usually best to stick with left alignment. This is because our brains are trained to read from the left and reading centered or right-aligned text for long periods can cause confusion and reader fatigue. However, center and right alignments can be effective in creative situations or when text is short and simple.
Justified is usually the trickiest, since words are stretched or squished to fit each within each line.
Test different variations to see what works best for your project.
#6
Limit the Number of Fonts You Use
Typography can be aligned in four different ways: Left, Right, Center, or Justified. Each one has an impact on readability, and it matters more than you might think.
Put your print typography through each type of alignment and you'll notice subtle differences that either make it easier or harder to read.
For longer pieces of text, it's usually best to stick with left alignment. This is because our brains are trained to read from the left and reading centered or right-aligned text for long periods can cause confusion and reader fatigue. However, center and right alignments can be effective in creative situations or when text is short and simple.
Justified is usually the trickiest, since words are stretched or squished to fit each within each line.
Test different variations to see what works best for your project.
#7
Test Your Final Product
Even if you think your project looks good, it's best to test it and know for sure. If possible, print a test copy of your final product before you send it to be mass produced. Look at your content from different angles and distances to gauge its readability. It's a small extra step that could save your entire project.
When to Use Print Typography in Marketing
As with any type of graphic design, print typography isn't an "anything goes" motif. While many marketing materials rely on visuals and text, print typography is the visual element. And because pictures say a thousand words, you need to make sure your typography commands enough attention to become the central visual element and not just filler text.
Typography is meant to pull the reader in. Use it sparingly so that it attracts attention in the right places without leaving your reader overwhelmed.
Print Typography Made Easy
Las Vegas Color Graphics can help you craft your next print project from start to finish. Our team of professional designers can help you make the most of your typography to create the right impact.
Ready to get started?
Contact us today for a quote and start putting the art of typography to work for your brand.
