The Importance of Typography
in Relaying Your Message
Presentation is everything. You know this. The hopeful job applicant
carefully considers an interview outfit, the talented chef artfully plates
a dish and adds a drizzle of sauce for the finishing touch. The same is
true for anyone who writes, for where text exists, so does design.
WHAT IS TYPOGRAPHY ANYWAY?
Typography is simply the presentation of text. It is defined by
the visual component of the written word, according to Matthew
Butterick, author of Butterick’s
Practical Typography.
“Because you are a professional writer, you are already a
typographer,” Butterick says.
“You may be a reucant ty og a
l t
p r
ph r. You may be an un killed ty
e
s
pog a h r. But every time you put
r p e
words on a print d page, you’ve
e
made typography happen. So you
are a typographer.”
The word typography,
however, is not synonymous with
the word font. Typography goes
beyond fonts. It is holistic.
The overall purpose of typography is to convey the intended
meaning of a text by making the
right design choices to enhance
the overall message.
Many times typography can
be art, especially if that is its
intention.
thing delicious for your eyes.
In fact, using two to three
typefaces from different type
categories in the same piece is
one way to create contrast, which
always attracts the eye.
TYPOGRAPHY SHOULD
ENHANCE THE MESSAGE
However, typography is
primarily a utilitarian function and
it greatly impacts the meaning of
a message. The readers’ visual
perceptions dictate whether or not
your messaging was successful.
For example, you would
never expect to receive a letter in
Comic Sans from the IRS notifying you of an impending audit.
You wouldn’t take it seriously
because its use of Comic Sans
detracted from the intended message, instead of enhanced it.
Butterick points out, “Ty og
p
raphy that is aesthetically pleas
ant, but that doesn’t ren orce the
i f
meanng of the text, is a fail re.
i
u
Typography that reinforces the
meanng of the text, even if aes
i
thetically unpleasant, is a success.”
Your typographical decisions
must work together with the content, or your ventures have failed.
Perhaps the most important aspect
of typography is how it achieves
its purpose of message enhancement: capturing readers’ attention.
Beautiful content design
using effective typography is eye
candy. Even the most boring or
nuanced of information can be
made exciting and digestible
through infographics that break
down the data using a variety of
colors and typefaces that interact
with each other and create some-
CLEAN DESIGN EQUATES TO
HIGHER CREDIBILITY
Remember, if you aren’t using typography to your advantage,
someone else is. Publications
that are designed well will attract
more readers than those that are
designed poorly. Readers equate
quality design with credibility.
They are turned off by publications that don’t put forth the
time, effort or resources to make
their design look professional. If
you’ve lost credibility, you can
kiss persuasion goodbye.
Additionally, you can glean
a lot of insight into the culture by
noticing the trends in typography
over time. Typography reflects
cultural shifts, and in public
relations you have to be culturally aware. For example, graphic
design student at Olivet Nazarene
University Cymone Wilder points
out the recent rise in popularity of
hand lettering.
“The study of type in the
handwritten/drawn form has
been dying … but has recently
made a resurgence. There’s just
something so unique and authentic about hand lettered type, and
that’s why I enjoy it,” Wilder said
via Facebook message.
With new fonts being created
all the time and tasks constantly
streaming in to your desk, don’t
forget to harness the power of
typography in your next visual or
professional project.
MAKE READERS DO A DOUBLE
TAKE
Michael Gartner, former president of NBC News, said it best:
“The easiest thing for a reader to
do is to stop reading.”
This means that “typography
matters because it helps conserve
the most valuable resource you
have as a writer — reader attention. Good typography can help
your reader devote less attention
to the mechanics of reading and
more attention to your message,”
says Butterick.
Ultimately, using typography
is all about persuasion. If a reader
spends less time and energy
digesting your information, then
they will be that much closer to
being persuaded of your message.
Get noticed — in a good way.
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issue of FORUM? Talk to Publications Editor in Chief
Laura Daronatsy or email [email protected].
Photo courtesty of Martin Silvertant
Photo courtesty of Martin Silvertant
University of Texas studentrun firm director gives his
two cents on recruiting staff
members
PRSSA VICE PRESIDENT OF
PROFESSIONAL DEVELOPMENT
Last month, Texas Tower
PR, the PRSSA Nationally
Affiliated student-run firm at the
University of Texas, developed a
case study about a newly adopted recruitment strategy titled
#JoinTheTower. This evolved
after Texas Tower PR underwent a
major change in staff due to a rising emphasis on accountability.
“With students on full course
loads and balancing internships,
the time management factor
comes into play,” said Hugo Rojo,
Texas Tower PR firm director.
“We have real nonprofit clients
that are relying on our commitment to public relations excellence.”
The internal overhaul from
2013 inspired Texas Tower PR
leaders to plan and implement
#JoinTheTower this fall. After rebranding the firm with a cohesive
color scheme and refurbishing the
website to demonstrate a digital
identity, Texas Tower PR focused
on attracting and retaining top student talent.
“Making sure our team of
Target Vice President of Public Relations Dustee Jenkins lectures Texas Tower
PR students. The University of Texas’ student-run fir