With thousands of fonts and the ease of digital technology, you’d think that every art director, graphic designer, and amateur out there would be able to achieve typographic perfection. But typography has been a specialized art since the printing press was invented, and it takes skill to really get it right–whether you’re a pro or just starting graphic design school.
What makes the art of typography so difficult is that it’s not just some magic formula of kerning, leading, and type choice. It’s about using a typeface to home in on the personality of the brand, and then laying it out so that it creates visual harmony on the page, package, or website. The words need to have rhythm and flow–and that’s hard to teach.
But seeing where designers hit the typography nail on the head can help train your eye. So here are a few great examples to get you started:
Designer Simon Thorpe makes this egg carton for farm-fresh eggs look earthy and rustic. We get the feel of the farm, without any hokey visual farm references.
This logo is bright and fresh, just like you’d want your clean house to be. But see how the layout of the sleek text also signals neatness and order?
This wine label from Rhinocerosred Design could have gone very goth with the wrong typeface. Instead it achieves a mischievous and playful tone that serves as an excellent contrast to the dark color scheme. Source:Lovely Package.
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