Is Your Typography Speaking the Truth? (part 2)

by on August 10, 2016 · 0 comments

peaceful estates featured

Are your typographic design choices conveying the proper message?

Today we are going to take another look at the importance of tone in your typography design choices. As we covered previously, in regards to your project’s typography, tone is the feeling or emotion that your type evokes visually. It is important to keep in mind the visual tone of your type is different from the tone of the content it reflects.

We will be discussing the impact of tone and much more this Thursday, August 11th, at 5PM PDT/8PM EDT druing our Typography 101 discussion.

In our last example we avoided swimming in dangerous waters and that certainly deserves some relaxation. There is no better place to relax than Peaceful Estates. Unfortunately, the folks at Peaceful Estates are having some trouble choosing the tone of the typography for a simple social-media graphic.

Let’s take a look at what they have designed currently:

Does this Sign Convey a Single Quality of Peaceful Estates?

Peaceful Estates didn’t quite hit the mark with the typographic tone in this graphic.

If anything, they have managed to embody the opposite qualities than those they are wishing to advertise: cramped, anxious, tense, and noisy. I doubt I would ever click-through this image if I was looking for a peaceful and relaxing community.

Once again, poor initial typographic tone choices have distorted the graphics message to the point of having a much different affect.

Let’s see if we can make some improvements on the Peaceful Estates graphic.

I first addressed the lack of any vertical spacing between the three lines of type. By adjusting the leading (the vertical space between the lines of text) I was able to remove the cramped claustrophobic feeling the text projected. In addition I adjusted the typography’s tracking to provide more breathing room between characters.

For a replacement typeface I chose Quicksand (Google font) which I felt addressed the loudness and boldness in the existing type. Finally, I changed the red type to a more calming sky-blue.

By taking the time to consider the typography’s tone I was able to easily fix Peaceful Estate’s social-media graphic. Taking the time to consider the tone of your project’s typography, you can ensure you are delivering beautiful and professional websites.

Join us this Thursday, August 11th at 5PM PDT/8PM EDT, for our Typography 101 discussion and learn how to move your typography skills to the next level. A level your clients are guaranteed to take notice of!

If you are interested in learning more about the Expand2Web summer class schedule, please visit:

Inspiration source (and extremely enlightening post on tone):
Douglas Bonneville – 23 Really Bad Font Choices

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Don is an entrepreneur based in Silicon Valley. He founded Expand2Web and is the publisher of the Expand2Web Blog, and the GetFiveStars Customer Feedback and Reviews service.

Don has written 313 articles on Expand2Web

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