The Art of Words: Why Typography Takes Center Stage in Design Projects
In most nonprofit settings, visual storytelling is a conversation between images and words. What we see all too often is design that puts so much emphasis on the aesthetics of the artwork that the words feel like an afterthought. They might be the correct words, but if the size, shape, color, justification, or kerning are off, the message falls flat.
Our clients at Square Lightning discover quickly that typography selection is almost a sacred art around here. We see it as a practice, not a preference. Sure, we might have our favorite typefaces, but a font we think is cool or pretty might actually detract from the impact of a design.
How do we keep that from happening and, instead, leverage the power of typography to shape narratives and convey messages effectively? Read on!
Clarity and Readability Are Key
1. Communication Through Clarity
The primary role of typography is to facilitate communication. If your audience has to squint and turn their head to figure out what your report cover or poster says, their experience has become about figuring out a puzzle, not absorbing your message. As boring as it might sound, clear and legible typography has the greatest chance of fostering a connection between your audience and your content.
Does that mean you can’t experiment with some Jimi Hendrix-inspired typefaces every once in a while? No way! Just remember that less is more; try balancing out the fancy serifs with a muted color or keep the supporting text super minimalist. An alternative (and one of my favorite things to do) is to redraw letters in Illustrator if they’re just not giving you the readability you’re looking for (and if you have the time—always at a premium in nonprofits!).
2. Brand Consistency
You don’t have to be a designer to know that typography plays a crucial role in maintaining brand fidelity. (If I say Coca-Cola, what flashes into your mind?) Consistent use of fonts across various mediums allows audiences to “imprint” on your identity; that recognizability is what establishes trust. How you show up in the world visually will influence how people perceive your work: Are you consistent? Reliable? Stable? Serious about how you tell stories? Winning over supporters requires that audiences know, like, and trust you, and typography can be a compelling tool in establishing that relationship.
Finding Meaning Behind the Words
1. Conveying Tone and Mood
Say you’re working on a new campaign, and you want to make sure your audience stops scrolling and sees the CTA. How can you grab their attention? Typography can do much of the heavy lifting for you by conveying tone and mood. Whether it's a friendly font for a youth-focused campaign or a sleek, modern typeface for a high-dollar fundraising event, the type speaks volumes about who needs this information and why.
That being said, you don’t want to go buck wild with a bunch of random fonts for different campaigns. Try to stay in the same family, or use a campaign-specific font sparingly and in conjunction with your established brand type and colors. Even if you’re making a tonal departure for strategy reasons, your audience should still be able to tell that the material they’re seeing came from your organization.
2. Creating Visual Hierarchy
Adrienne and I both came from the magazine world where viewers have to take a physical journey with you through the pages. The number one thing you never want them to feel is lost. Effective typography guides the viewer's eyes by “nesting” more detailed information under headlines, dekheads, and section titles that act as informational milestones.
People don’t read columns in a linear fashion, but if a reader can see at a glance how a layout is structured, their eyes can bounce around, absorb the big picture, and then decide where they want to dig in. By emphasizing top-level messaging and creating a natural flow, visual hierarchy offers multiple invitations into the design and directs readers’ attention where it matters most.
Ensuring Accessibility for Inclusive Design
Accessibility for All
Prioritizing typography is a commitment to accessibility. It ensures that your content is accessible to individuals with visual impairments, including those who use screen readers. Making your designs inclusive not only allows you to reach a wider audience, it demonstrates your organizational commitment to equity. It’s also, simply, the right thing to do.
Being conscious of your audience’s diverse needs also makes your design better. In the era of widely varying screen sizes, prioritizing strong type selections will make your content stand out, even on a hand-held device (which you are probably reading this on right now!). Ensuring readability across different platforms enhances the user experience for everyone and sends a clear message: Our organization pays attention to the details and adheres to the highest professional standards.
Russell Estes is the co-founder, principal, and creative director for Square Lightning. Artwork by Cierra Brinson.
Ready to explore the power of typography in your design projects? Contact us for a consultation, and let's craft a visual language that speaks volumes.