Typography is the art of arranging letters so that it is pleasing to the eyes. It has to dictate a clear message, and it is the primary element to attracting the reader's attention.
#1 Anatomy of type
Bottom: serif, stem, descender, X-height
#2 Watch your kerning
#3 Beware of font communication
Why is font selection important? Different fonts communicate differently, look for fonts that give off the vibe you're looking for. +ve vibes.
#4 Alignment
Fonts that are aligned to the left/right are easier to read. Center is harder.
#5 Choose a good secondary font
Why is secondary font important? Secondary font has to be simpler, smaller, so that it doesn't overpower the header.
#6 Size matters
The second type of typography is more effective as it uses proportion and size to create emphasis and draw attention.
#7 Use typography as art
#8 Find good inspiration
Good example:
This is a good example as it is simple, but not too simple. Symmetry is there and it is balanced. All the letters are evenly spaced, and the font used communicates the message. The fonts are not overwhelming alongside each other. Maybe the only flaw is that the word 'fighting' is in a font that's leaning more towards the feminine side.
Bad example:
This is a bad example as in a glance it's already a sore for the eyes to look at. There is no balance, the words are not of the same size. Some are capitalised when it is unnecessary, the sizes of the fonts are not used to its advantage - that is to create emphasis. Maybe the letters are of varying sizes and cases because the creator was trying to give off funky and fun vibes, but he could actually have used a funky and fun font, keeping all a consistent size.
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