Typography and

Digital Illustration

Vivek Sain
BRAND Does the font match the overall brand message and mood? Is it
consistent with other branded materials? Is it a deviation from what
consumers expect? Consider how the typeface fits with the existing
brand, or what it will convey when creating a new brand.

For example, if a brand is formal and traditional, a font like Garamond or

Caslon would be a good fit. If a brand is modern and cutting edge, the
designer might choose something like Roboto or Raleway.
WAB DESIGN
On websites, legibility is paramount. Pairing a clean and modern
sans-serif font for body text with a more expressive and unique
display typeface for headings can enhance visual hierarchy.

For example, we can set a default font size for a h1 element to 3.5 rem.
This might look great on desktop, but on mobile it would be way too big.
Therefore we could have a media query like:
ADVERTISEMENT
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. Type is often used to draw
attention to a particular advertisement, combined with efficient
use of color, shapes, and images.

GOOD
TYPOGRAPHY

BAD
TYPOGRAPHY
Font choice, color combinations, emphasis, hierarchy, and line height all
play an important role in typography. The following examples of each
are meant to help you get a better understanding of what makes
typography good or bad.
Mood Every project has a mood. Whether that mood is formal or informal,
fun or serious, modern or classic, or something else entirely.
And like every project, every typeface has a mood.

For example, using Comic Sans on a website for a law firm would clash.
Something like Crimson Text or Helvetica would work much better.
Target Audience
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.
Type is often used to draw attention to a particular advertisement, combined
with efficient use of color, shapes, and images

In addition to the style of the typeface, the font needs to be readable. It’s
better to avoid using italic fonts as a primary font. Also, choose a font that is
easy-to-read for your headline copy so that your message stands out better.
Thank You