Course code- BA(JMC) 105

Course Title- Basics of Design and Graphics

Unit -1 [Introduction to Design and Graphics]
Lesson – 3 “Typography”
Typography
 Typography
Typography is taken from the Greek words,
typos = form and graphe = writing.

According to David Diringer, “written language is

the vehicle of civilization and so of learning
and education, and writing is one of the main
aspects of culture, which clearly distinguish
mankind from the animal world.”
 Typography
Typography is the art and technique of
arranging type in order to make language
visible.
In modern times, typography has been put
into motion—in film, television and online
broadcasts—to add emotion to mass
communication.
 Typography
• The arrangement of type (letters/alphabets)
involves the selection of typefaces (style of
the font), point size (size of the font), line
length, leading (line spacing).
• Adjusting the spaces between groups of
letters (tracking) and adjusting the space
between pairs of letters (kerning).
Design Elements Typography Fundamentals
Design Elements Typography Fundamentals
Typography
Typography
Typography
 Typography
• Drop cap: A drop cap is used with all capital
letters to indicate that the first letter of a word
should appear in a larger size.
• Serif: A serif typeface has a stroke attached to
the beginning or end of one of the main
strokes of each letter. Many people think this
style of type is the easiest to read as body
copy. The default font in most browsers is a
serif typeface
 Typography
• Sans-serif: A sans-serif typeface has no wedge
attached. Sans-serif type is specified with
the FONT FACE tag.
 Typography
• Body text: The body text, or body copy, of a
document is the main block of text.
• Headline text: A headline is used to break up
information. It can do so by being larger in
size, a different color, or a different font. It
might have an underline, bold, or other visual
treatment, which will cause it to stand out.
• Baseline shift: Enables you to change the
position of a single character up or down.
Typography
Typography
Typography
Typography
 Typography
• Periodicals
Typography is an element of all printed material.
Periodical publications, especially newspapers
and magazines, use typographical elements to
achieve an attractive, distinctive appearance,
Typography
 Typography
• Display Typography
Display typography is a potent element in
graphic design, where there is less concern for
readability and more potential for using type
in an artistic manner.
Typography
 Typography
• Advertising

Typography has long been a vital part of

promotional material and advertising.
Designers often use typography to set a theme
and mood in an advertisement; for example
using bold, large text to convey a particular
message to the reader.
Typography
 Typography
Following are the elements of Typography
• Typefaces
• Fonts
• Hierarchy
• Alignment
• Whitespace
• Color
 Typography Make any Design appealing

• Typography holds the attention of the readers

• Reading Becomes Easier
• Typography builds brand
• Typography influences 
• Adds Personality and Feeling
 Typography Make any Design appealing

• Typography holds the attention of the readers-

Nothing makes a beautiful quote stand out more
than a perfect combination of the right fonts and
colors with just the right sizes and nuances. 
 Typography Make any Design appealing

• Reading Becomes Easier- readability isn’t only about

a font that’s pretty to read. In fact, there are fonts so
ruffled that words become nearly impossible to make
out.
 Typography Make any Design appealing

• Typography builds brand- The job of a graphic

designer is to create a visual identity that resonates
with a brand’s principles.
 Typography Make any Design appealing

• Typography influences- Typography has a profound

effect on the way that users digest and perceive the
information conveyed by the text. 
 Typography Make any Design appealing

• Adds Personality and Feeling- Designers can make

people feel something depending on how they
choose to combine text elements.  
 Reference
https://medium.com/eightshapes-llc/typography-in-design-systems-6ed771432f1e
https://careerfoundry.com/en/blog/ui-design/beginners-guide-to-typography/
https://edu.gcfglobal.org/en/beginning-graphic-design/typography/1/
https://creative27.com/blog/the-importance-of-typography-in-design/