THE IMPORTANCE AND USE OF TYPOGRAPHY IN PRINT AND DIGITAL DESIGN
THE IMPORTANCE AND USE OF TYPOGRAPHY IN PRINT AND DIGITAL DESIGN

Summary/Abstract: The main element of design in printed and digital platforms is typography. Typography is the initial specification of features such as font, point value, color, and spacing shapes to be used in designs. A good design is attractive, memorable, and understandable through the use of correct typography in all printed and digital designs. Typography emerged with the letterpress printing applied by Gutenberg in the 1440s, and was initially accepted as book writing. With the industrial revolution, competition increased, recognition gained importance and the invention of photography, it became a part of visual design. Today, it is not only encountered in printed communication tools but also in digital media that affect all areas of our lives. Typography application for digital environments; font selection, readability of the text and the best communication to the target audience, functionality and aesthetics are very important. The right font selection directly affects the user experience in a positive way. In this study, the usage situations of serif and sans serif fonts, which are one of the typographic elements, were compared using qualitative research techniques on printed materials and examples in digital environments, and the fonts that were preferred more in designs were determined. In the qualitative research; newspapers, magazines, brochures, books, catalogs and packaging prints were examined as printed materials, and websites, social media, e-book platforms and mobile applications were examined as digital materials. As a result, it was determined that in the use of typography in printed material designs, serif fonts such as Times New Roman, Garamond, Cambria, Georgia, which do not tire the eye and provide faster perception and comprehensibility, are used. In digital platforms, as supported by some studies, it was qualitatively determined that serif fonts make reading difficult due to their serifs, and for this reason, serif-free fonts such as Arial, Helvetica, Verdana, Open Sans, Montserrat are preferred more in all digital platforms examined.

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