Spacing is Critical
Spacing is a critical aspect of typography, particularly the use of negative space—the space surrounding an object. An easy example of negative space would be the white space around a word or a logo displayed at the top of a website.
Typography has been studied for centuries but in modern times its goal is to create readable, visually satisfying text which “works” without the reader’s awareness. For example, bold fonts are used to make a message stand out, just as text placed off to the side causes a reader’s eye to move there, making it hard to ignore.
Why?
Fonts Convey Messages
Although some fonts may appear similar at first glance, there is actually quite a bit of difference between them. Certain fonts convey certain messages—such as elegance, crudeness, relaxation or sophistication—and it is a designer’s knowledge of typography that lead to the final result.
The creative use of fonts often helps symbolize particular brands, such as Coca-Cola or Disney, but just as “good use of typography” can help a website or print work, “bad use of typography” can hinder the results you’re looking to achieve.
The art of typography has been an important aspect of the advertising industry for decades, and it remains a vital aspect of web design!
