The Tribune

As graphic or web designers, we often focus on the practical aspects of design above all else. We focus on what works, with little regard for why it works. And, in our day-to-day work, that outlook serves us well. It lets us get our work done in an efficient, professional manner, and generally nets good results.

But spending some time on the theory behind the design principles we use every day can expand our horizons. It can open up new avenues of creativity and experimentation, which can take our designs from the good to the fantastic.

There are a lot of general design theories and principles out there that apply to all forms of design, whether in digital or print mediums. These include things such as balance and scale, as well as more abstract topics like emotion and what makes for ‘good’ design.

Let’s face it: The core purpose of all web or graphic design is communication. Whether we are talking about an online e-commerce store, an Internet presence for a Fortune 500 company, or a profile for a social networking site, typography and fonts are a vital component.

Having the ability to set type with just a few strokes on a keyboard has allowed us to forget about the creative and artistic possibilities. For most people, typography is simply about arranging a familiar set of shapes to make words, sentences and paragraphs.

There are numerous obstacles to the effective customisation of typography for the Internet, but the power of type should be motivation enough to push the proverbial envelope. Not convinced? Pick up a magazine, turn on a television set, or take a walk through a grocery store. You will undoubtedly see hundreds of creative and effective uses of type. It is the substance of branding, the key to unspoken communication, and an essential piece of the web design pie.

In order to unlock the potential of type, we must first understand it. This is no easy task, and details of letterforms and the spaces around them have been carefully calculated over centuries of investigation and practice.

In the early days of print, every letter of every typeface had to be carved into wood or cast from lead, inked, and then pressed on to paper. This was a handcrafted profession requiring exacting attention to detail.

Even though this practice has long been surpassed by modern printing methods, many colleges and universities offer classes in letterpress so that future graphic designers can both appreciate the benefits of working with type on a computer, and see the potential for typographic exploration.

Most people never think about typography. They do not understand the psychological effect it has in relation to conveying a message. Typography is 95 per cent of design; it is a driving force in all forms of art communication. Can you imagine reading a magazine, checking out a website, playing with an app or watching TV without text?

Good typography is utilitarian in that it should allow the reader to focus on the content and not the formatting. Good typography often goes unnoticed because it just makes sense.

Additionally, hierarchy is very important, too, as it allows your text to be read in the order that it is meant to be read in. Take a book, for example. The title is the first thing a reader sees, followed by the author’s name, and then the chapters and the story. Hierarchy intentionally guides the reader through the content.

With bestselling authors, their name will often appear larger or the same size as the title of the book. This is because the designer is aware that the author has an existing fan base that will be interested in the book, regardless of the title, and will most likely pick it up for that very reason.

Finally, from a descriptive and simplistic point-of-view, typography is the art and technique of arranging type. My personal love of typography is two-fold, as I enjoy working with type because of the artistic aspects. I like the voice that different fonts provide, and the expressiveness that typographic collages. Until we meet again, do have a safe and happy Christmas. And remember the reason for the season. Enjoy life and stay on top of your game!

• NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST: Deidre Marie Bastian is a professionally trained Graphic Designer/Marketing Coordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of The Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.