Typography is the transformation of meaning into a readable visual structure by selecting and arranging text. Font selection is only part of it. Font size, line spacing, letter spacing, alignment and spacing determine where the reader will start and how they will proceed.
The product information in a catalog and the error message in a mobile application have different reading conditions. Instead of arranging the two for the same visual effect, look at what the reader needs to do at that moment. Thinking of typography as just “beautiful writing” may miss its function.
Set content roles before choosing a post family
Main title, section title, description, price and footnote undertake different tasks. List these roles first; Then establish the size and weight relationship between them. It is often not necessary to give different fonts to each role.
As a graphic designer Selçuk Aker, I consider the typography decision as part of the brand language. If a hierarchy can be established with weights within the same family, a more consistent system can be tried instead of bringing together a large number of characters.
Test with Turkish and real text
Check the characters İ, ı, Ş, ş, Ğ, ğ, Ç, ç, Ö, ö, Ü and ü. A font that looks good in a headline may not be distinctive enough in product codes or long paragraphs. Numerals, punctuation and different weights should also be tested.
The short sample text does not show the whole problem. Experiment with the longest product name, a button on two lines, and a description on a narrow screen. The guide Design with real content instead of lorem ipsum provides sample cases for this test.
Do not leave space randomly
The distance between the title and its paragraph should be different from the relationship between it and the following section. Proximity allows information to be read together. Making every space the same can obscure the section structure of the page.
Consider line length, font size and line spacing together. Decide on the surface of the publication and the actual reading experience rather than one universal measure. Converting long text into images can also affect the accessibility and use of text on the web; Present as literal text whenever possible.
Separate fancy headline and functional text
Experimental letter layout can be used in the banner title. However, knowledge of date, location and contact need not be equally empirical. Artistic expression should not obscure necessary information.
Logo font selection focuses on the brand mark; This guide covers the entire text system. Also check the licensing scope of the font to be used from its source for web, app, print and team sharing.
Try web typography with real text and loading
It is as important that the body is easy to read as it is that the title attracts attention. Test long Turkish words, numbers and different thicknesses with real content. Overflowing lines or cutting off button text on a narrow screen is a layout problem, not just font selection.
Installing a large number of font files can affect performance. If the dimensions change when switching to a substitute font, layout shifting may occur; the designer and developer should consider this together. Web performance guide and multilingual design complete the technical and linguistic aspects of typography.
Frequently asked questions
Are typography and font the same thing?
No. Font is one of the tools used in typography; Typography covers the entire order and hierarchy of text.
How many fonts should be used in a design?
There is no fixed correct number. Every choice must have a function; Readability and consistency take precedence over unnecessary variation.
Does font selection guarantee sales?
No. Font layout can support communication; The commercial outcome depends on the product, offer, distribution and many other factors.
