Typography
Typography is design with type: the choice of typefaces, sizes, spacing and hierarchies that make texts readable and give a brand its own expression.
Type has an effect before a word is read: factual, playful, traditional, modern. That is why typeface choice is part of corporate design — often with a distinctive face for headings and a highly legible one for body text.
Good typography creates a clear hierarchy: what is a heading, a sub-point, a note? Line length, line spacing and contrast decide whether texts are comfortable to read — on screen and on paper.
Fonts are licensed software. Website, app and print may require different licences; this should be clarified before use.
What to look out for
- Use at most two type families.
- Define a clear hierarchy for headings, body text and notes.
- Check legibility on smartphones — size, line spacing, contrast.
- Clarify licences for web, app and print.
- Serve fonts from your own website instead of loading them from third parties.
Common mistakes
- Too many different fonts on one page.
- Decorative fonts for long body text.
- Too little contrast, such as light grey text on white.
Frequently asked questions
Usually one or two type families — e.g. one for headings and one for body text. More quickly looks restless.
Only with a suitable licence. Many fonts are licensed for print but not automatically for websites or apps.