The first principle is don't use too many typefaces. A font is a complete set of characters that share a common weight, width and style. However, a typeface is a collection of fonts sharing an overall appearance that are designed to be used together. Calibri is a typeface and Calibri 16-pt italic is a font.
Typefaces are usually broken down into the following categories:
- Serif
- Sans-Serif
A serif is a small line attached to the end of a stroke in a letter or a symbol. If the letters and symbols of a typeface have serifs will then be called a serif typeface. The word sans in French is without and a Sans-Serif typeface is a typeface without serifs. The strokes of the serif typeface help guide the eye across a line of text. Serifs are almost standard when it comes to most newspapers. Sans-Serif is said to be easier on the eye when reading online.
- Display
It is usually a typeface used with large sizes (20 or higher). They are generally not used for body, but they are perfect for demonstrating a visual theme when used for tiles and headings.
- Script
It is a typeface based on the appearance of handwritten letters and symbols.
- Dingbat
It is a special typeface used for scientific formulas or graphic icons. To use a typeface you need to think of the impact it will have and make sure that it carries the references and associates your design needs.
The second principle is that the contrast is good but the wrong colours can be painful. The most common form we encounter text in black over white background. Sometimes colour makes text harder to read less enjoyable and can ever cause pain when looked at for a longer time. It is almost always a bad idea to choose a text colour and a background colour which contrast with one another in a discordant manner.
The third principle is the limited use of display faces. Ornamental and display typefaces were not designed to be used for bodies of text as they generally require a larger font to be readable. Faces tend to be more complex but tiring the viewer's eyes easily.
The fourth principle is the scannable text is a must. When writing for the web, readability is not the only thing you have to worry about. The user is free to surf away at any moment and with just one click. The text is in such good shape that the reader will keep his interest long enough to read through the whole thing. This thing won't happen unless he can easily scan it for focus points that peak his interest. Focus points are elements that will draw the user's attention, such as, header, a button, a graphical element, emphasized text. The main things that impact how scannable your text is are focus points, header size and position, text size, line height, alignment and contrast. These elements are of good use as they will make sure your reader will be made aware of the content of your copy before choosing to read it wholly or abandon it.
The fifth principle is don't distort typefaces. They are carefully designed by pulling a typeface not only do you take away from legibility but you also eliminate the reasoning behind that typeface being crafted that way it was. Each typeface contains styles and weights that are already properly expanded and condensed. Type designers know that people want thinner or thicker fonts so sometimes these styles are included in typeface families. If the font doesn't have the variant the reader isn't looking for, the reader has to pair it with another font that fits the reader's needs.
Pixel77.com. (2016). Design Theory: 5 Basic Principles of Typography - Pixel77. [online] Available at: https://www.pixel77.com/principles-of-typography/ [Accessed 17 Oct. 2016].
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