When it comes to creating the perfect design, there are several elements that can make or break the success of the end product. For a designer, the process goes a little like this: You’re in the middle of a design. You have your images, your color scheme, idea laid out, text in place, but there’s something missing. You play around with different colors, add some streaks and strokes, try to spruce it up a bit, but something’s still not right. Last step: you try a different font. Problem solved.

Typography is crucial in the creation of any design, whether it be print, video, or web. It aids in guiding the viewer to key points of the page or screen. Good typography can provide the proper graphic emphases to help readers to connect text with images and content. However, it is crucial that the amount of type that is used is limited for consistency. A website with several different fonts will end up looking amateurish and unpleasant for the viewer.

This is the reason typography is an important part of corporate branding. It’s typical for companies to have a set standard for their brand identity, which includes colors, imagery, and typography, to name a few. These standards are indented to create a level of consistency among all collateral and/or products, producing a stand out for customers to remember them by.