Typography · Fonts

The do’s and don’ts of fonts, hierarchy and visual tone.

Typography is voice without sound.
It’s the pace of a sentence, the weight of meaning, the breath between thoughts. Fonts can make language feel warm or architectural, delicate or decisive. They decide whether a brand whispers or speaks with precision.

Typography isn’t decoration — it’s character.
One of the purest design tools a creative has.

Select fonts like you curate atmosphere

A serif can feel like a library at dusk — thoughtful, literary.
A clean sans evokes structure, glass, modern lines.
Script is emotion. Monospace is logic. Weight creates gravity; spacing creates quiet.

Choose fonts that feel like your identity.
Typography shouldn’t impress — it should reflect.

This idea roots back to Brand Identity, where tone precedes visual choice.

Hierarchy is rhythm

Headers, subheads, body copy — each needs purpose.
Not louder or bigger, simply clear.
Readers should feel guided, not pushed.

Hierarchy is choreography.
It’s how the eye travels — slow here, fast there, pause where meaning needs depth.

The foundation built here continues through Branding 101 · I, where consistency transforms language into signature.

Less fonts, more intention

Two typefaces — often enough.
One serif, one sans.
Or a family with varied weights. Consistency builds maturity; excess introduces tension.

When typography feels seamless, the reader forgets they’re reading.
The design dissolves into experience.

Later in Packaging Design · Subtle to Statement, you’ll see how typography can shift from quiet support to centrepiece presence.

White space is oxygen

The space around type carries as much tone as the type itself.
Tight letters feel urgent. Generous spacing feels confident.
Minimalism isn’t lack — it’s clarity.

Whitespace lets thought breathe.
Typography becomes cinematic when silence is part of the layout.

A closing note

Good typography is invisible — felt, not noticed.
It’s the elegance beneath communication, the rhythm beneath meaning.

Choose fonts slowly.
Pair with intention.
Let tone lead the type.