Typography or Fonts can be a powerful tool in describing your message because the viewer will form a perspective about the same, before even beginning to read it!

For example:

The value of a good typeface is so important that companies spend a whole lot of time and money in formulating their identity revolved around it. Type can evoke emotions. 

Trust me when I say this, that you don’t want to neglect this area while building a strong brand. It is more powerful than you can think.

But, don’t get intimidated. I am going to walk you through the different forms of typography and how to use them to their full advantage.

After reading through this article, you can check out a super-comprehensive blog on “How to create an entire brand identity”.

Different types of font styles:

The most common kinds of letterforms are Serifs, Sans-Serif, and Display.

Serif – These are letters that have small extenders. 

Some common examples of Serif typefaces –


Sans Serif – In the French language, “sans” means without, so sans serif means without serifs or the little extenders.

Some common examples of Sans – Serif typefaces –

Sans-serif fonts

Display – The two most common subcategories in the display type are Script and Handwriting. They are used to amplify or intensify the content. The usage must be limited to smaller quantities.

Some common examples of Display typefaces –


Now let’s talk about the type that should be used in the body copy.
The type used in this case must be effortlessly readable. 
The font that you are reading right now is – Montserrat.

Text Type or Body Text- 

The characteristics which are common among all these typefaces are that the height of the letters is tall, the weight in medium, and they have repetitive shapes. 

Anatomy of a Font:

I want to take a moment a explain the anatomy of letters. 

Baseline – Type sits on this imaginary line.

X-Height – Height of the lowercase x.

Body Width – Invisible boundary around the shape of the letter.

Ascenders – The part of the letter that rises above the x-height.

Descenders – The part of the letter that extends below the baseline.

Other parts of the letters are described below which are quite self-explanatory –


Now that we have the technical information about typefaces, out of the way. It is now time to explore the real emotions bound with each type of typeface that will help us in making the ultimate decision about the choice of a font for our project.

I am attaching a detailed infographic as to the kind of emotions that a font type evokes in us, in daily life.

Psychology behind several typefaces:

The emotions attributed to each font type play a huge role in the way they are perceived by your audience. So, keeping in mind the psychology behind typography, you must:

  • Attribute at least 5 adjectives to your brand. 
  • Make a list of the age, demographics, personality, etc. of the people that you want to focus on. 
  • Jot down the message that you want to convey via your brand.
  • Make a list of the values that you relate to.

When you will have the purpose of your brand and the vibe sorted, then choosing a font will be a breeze.

Once you have your font selected, it is now time to keep some rules of typography in mind before you start utilizing the same!

Here are some terms related to typography that you must know generally:

Kerning, Tracking and Leading:

Kerning– Adjustment of spaces between two specific letters.
Although, there are spaces calculated carefully between every possible letter combination, by the type designers or creator of the typeface. 
But, at times we need to adjust those spaces manually to create the appearance of equal spaces between the letters. 

kerning in typography

Tracking- It is an overall adjustment of space applied equally to a word, sentence, passage, etc.
You must make minimal adjustments while tampering with tracking because if you give too much space, your paragraph will become loose, and if you take away too much space, your paragraph will become tight. 
What you need is a “just right” spacing for it to be easy on the eyes.

tracking in typography

Leading– It is a space between lines measured from baseline to baseline.
For easy reading, leading is normally two points greater than the type size. 
You would not want to take away too much leading as the ascenders and the descenders will start bumping into each other. 

leading in typography

Psychology behind using the correct spacing:

I want to show an example of a company who has a very modern and chic vibe, the psychology behind tracking in the alphabets in their logo has made the entire difference in the tone and message that they want to give out, as per their first impression is concerned.

importance of tracking

Difference between Legibility and Readability:

Legibility: How easy or difficult is it to read a typeface?
That is what the legibility of text means.
Serif typefaces are proven to have more legibility than sans-serif typefaces because of their little pointed feet, which makes it easy for the eye to differentiate one alphabet from the other.

Readability: How much does the reader want to read a text?
That is readability.
Magazines show an excellent example of increasing readability of text by inviting the readers to read.
There are a variety of ways to do so:

  • Adding drop caps at the beginning of sentences.
  • Providing an adequate white space.
  • Having the right amount of leading for the eyes to rest in between the sentences.
  • Pulling the interesting sentences out and amplifying their size, or change in other styles.
  • Adding color, graphics, etc. are all ways to make your reader want to read the text in question.

TOP 8 Mistakes to AVOID while choosing a font:

bad practices in typography

Maybe you’re thinking by now that typography has so many rules and principles. But as much as that seems to be true, the real power of typography lies where you let loose of yourself and have fun with type.
Bending the rules here and there might bring about the most memorable design ever!