If there is one thing I wish someone told me at the very beginning of my career, it is – learn typography.
And surprisingly, unless you are studying graphic design, no one is going to warn you that if your typography sucks – you’re in big trouble.
Typography is the art of designing for any reading experience. You see it everywhere – websites, slides, print, videos.
I believe that having a basic knowledge of typography is better than having crazy editing skills. The reason is simple – start with the basics.
Wait, I thought video production is about filming, editing and crazy transitions?
It really depends on the type of videos you make, but text is almost always needed to display information, and typography is what makes this text look good. Let me illustrate this with an example.
If you look at this Apple commercial, for example, what they did is they made sure that the typography is 100% beautiful.
On top of the nice fast-paced type, they started adding “extras” in the form of footage and animation. But what makes the video look so sleek and premium is actually the nice, fast-switching type.
What has typography to do with making videos?
In a video where you have text, typography is equally as important as sound, because it takes care of the reading experience 📖, just like sound does for listening 🔉.
Typography is the art of making text look appealing, readable, as well as visually balanced. It involves the choice of font and its style – from size and color to line height and letter spacing.
Good typography combines multiple text elements together in a composition.
Where does typography apply in video?
Titles and Intros
Closed Captions / Subtitles
Typography for Brands
So what was so unique about this video?
👉 We reused old footage to come up with something new
👉 Inspiring titles and dynamic music, no need for voiceover
👉 We were able to get it done fast, ready for 8th of March
Just like most companies, SAP has it’s own brand guidelines which suggest the use of a specific font, color and composition. Following those guidelines ensures that you keep the brand’s personality in every aspect, including typography.
What brand guidelines look like?
There are many ways typography can go wrong, that’s why brands usually define “do’s” and “don’ts” Let’s take a look at what Dropbox’s brand guidelines look like:
How to apply good typography?
Make sure that you are aligned with the brand guidelines.
Use good pair of fonts – this website is all about that.
Pay attention to line-height and letter spacing.
Keep it simple – less text at once.
Make sure that your text is readable.
In conclusion, here is a videos that explain typography very well: