Typography is an art form that allows designers to arrange type in an appealing way while also delivering a message. Many consider it one of the most important aspects of graphic design, as it can set the tone for an entire project. Research shows that it only takes people 50 milliseconds to form an impression of your website. How in the world are you supposed to make an excellent first impression in that short amount of time?
Colors, fonts, spacing, and symmetry – you’ll be surprised at the power of these small design details. That’s where typography comes into play. Good typography can elevate your design from amateur to professional, and from forgettable to unforgettable.
In this post, we’ll cover the basics of experimental typography: what it is and how it works. Then we’ll dive into some examples of experimental typography that can help you nail your first impressions. By the end of this post, you’ll have a much clearer understanding of how to create your own experimental typefaces or use existing ones in your designs, giving you a chance to really stand out from the rest.
What is typography?
Before we dive into experimental typography, we first need to understand the classic characteristics of typography. Typography is the art of arranging text and modifying typefaces. The arrangement of text involves selecting:
- Typefaces
- Point sizes
- Line lengths
- Line spacing
- Letter spacing
- Kerning
It’s crucial to understand the difference between a typeface and a font before delving into the world of design. It’s very common for people to use them interchangeably, but they aren’t synonyms.
A typeface is a collection of letters, numbers, and symbols with specific characteristics. For example, Roboto is a typeface. A font is a typeface’s particular size, style, and weight. So while Roboto Bold is part of the Roboto family, it’s also a separate font because it has unique characteristics.
Another vital characteristic to point out is kerning. Kerning is the adjustment of spacing between two letters to improve their legibility when placed together in the text. Kerning can play a significant design role in your experimental typography.
What is experimental typography?
Experimental typography is a movement that emerged in the early 20th century as a reaction to traditional typography. Experimental typographers break the traditional rules of typography, like how to use space, the reader’s role, and the relationship between the text and page. The result? An exciting and innovative design that hasn’t been seen before. It is a piece of art, if you will.
With more digital content available on the internet than we could ever hope to consume, it’s more important than ever to stand out from the masses. And according to recent studies, more than half of website designers already use expressive typography in their designs. As styles evolve, creators like illustrators, motion artists, and digital designers use experimental typography to show off their work with custom fonts.
But what if you get stuck in a creative rut? Font generators are a great place to start looking for inspiration as they allow you to research design ideas for free and can help get your creative juices flowing.
Leverage the power of what already exists to help jumpstart your design and make something unique that stands out from the boring typefaces that exist today. For example, you could start with the classic Times New Roman typeface. By simply changing the shapes of the letters, altering the spaces, and adding colors, you could create an entirely new and improved typeface.
The benefits of experimental typography
Experimental typography can be used in various ways, from simple headers to entire websites or print advertisements. But what are the benefits of experimenting with your text? Let’s look at four great reasons why it’s worth taking risks with your typeface.
1. Set the tone
Not all typefaces are created equal. Some typefaces are proven to be more trustworthy than others.
The typeface you select can have a big impact on the tone of your design. For example, a more serious advertisement or book might use a classic serif typeface, while something more lighthearted and playful, like a poster for a children’s film, may use more decorative fonts.
2. Enhance user experience
Typography is a key element in user experience design and can make or break your user experience. If it’s careless, inconsistent, or hard to read, you’re likely to lose visitors — and even worse, you could be driving them away without reading a single word.
If you use easy-to-read, stylish, and contemporary typography, your users will have a better experience on your site and feel good about their experiences with your brand, leading them to come back for more.
3. Increase readability
Good typography is legible, clear, and easy to read. If your experimental typography isn’t executed properly, users can get lost and confused in the design. While this example of typography is eye-catching and creative, it is challenging to read the lettering, and it might not be the best choice for your project.
To improve readability with your experimental typography, consider incorporating these design elements:
- Hierarchy
- Whitespace
- Letter spacing
- Color
- Contrast
By adding more leading (whitespace between lines of text), changing the tracking (spacing between letters), and creating some contrast (e.g., making the text a different color than the background), you now have a still eye-catching design that’s entirely more readable.
Focusing on content readability is one of the most important things you can do to make sure users understand the information in your content. If it’s not readable, people will likely leave before they get the chance to engage with your message. It’s a delicate balance, but if you can find the right mix of white space, font size, font type, and line height, readers will be able to read your content easily and learn from it.
4. Build brand recognition
Creating an effective logo is one of the most important parts of successful branding. An effective logo is memorable, relevant, and unique. Using a typeface instead of an icon is a powerful choice because it’s easier to relay your message to consumers. Try the font logo generator from BrandCrowd and have fun using different font design logos for your brand.
One example of a good typeface-based logo is the Coca-Cola logo. It is so recognizable that even if you don’t drink Coke, you know what it looks like. The same holds true for other companies, like McDonald’s and their golden arches or Nike and their swoosh.
A well-designed logo is highly recognizable, works across various applications, and strengthens your brand identity. Use your logo on anything from posters and product packaging to your digital platforms and website design. Experimenting with typefaces is a vital part of the design process to make sure your logo stands out in a crowded marketplace. It’s also an excellent way to test whether people will recognize your brand easily when they see it in different contexts.
When applied consistently, typography can help build brand recognition by creating familiarity with your customers or getting your name to new eyes. A well-designed logo is essential for any organization that wants to create a strong, lasting impression. It’s a key part of your branding and helps communicate who you are as an organization, what you stand for, and why people should care about you.
Wrapping up
Creating a new typeface is extremely rewarding. It reflects your brand’s personality, enhances your readers’ experience, and builds brand recognition. Don’t underestimate the power of typography. It plays a more significant role than you think in how users interact and perceive your brand.
Make sure you are creating a marketing plan that will best impact your brand identity, and use free learning resources like StuDocu and access an endless supply of marketing education to better your efforts. And who knows, during your various design and learning efforts, you might even create a typeface that goes mainstream and overtakes Helvetica as the most popular typeface in the world.
It’s time to break out your design skills and start putting together some initial concepts.