Using Typography to Express Emotion

Name: Using Typography to Express Emotion
Author: Joseph Tury

Learn how to choose the right typefaces to create a professional and effective message

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Course: On-Demand

Hello, my name is Joe Turrey In this lesson, you will learn about how type choices can affect the way your message is perceived by your audience. Typography is an art form, and like any art form it takes an understanding of the medium to create a composition that conveys the intended purpose. Typefaces have personality. Let's take a look at what some of these may be. Here, I'm going to show you some examples that you can find on the free type website, Dafont.com. In this first category, you see Fancy Cartoon fonts. These are display type fonts. Notice how even this first page with only about seven typefaces on it all look completely different, but they seem to fall into the same type of style. The next samples I'll show you are called Groovy. These are meant to look like vintage fonts from the sixties and the seventies. This category falls under a college theme of typefaces. Here we have a category called Curls. Here we have a category called Distorted, where the text has a grunge feel to it, as we like to call it as designers. A Roman Greek look. Techno. And this one is meant to represent a handwriting style. Display fonts have all kinds of personality traits, and notice how even though they look different, they can all be categorized into certain groups. So think about those type styles. Would you want to use a cartoon font for a horror themed poster, or would you use a college theme font to represent handwriting? Probably not. Let's look at some standard can have personality as well. On this page, you see examples of Serif, Sans Serif, and Script type fonts. Notice how on the Serif category, a few look dignified one looks old school, and one almost has a playful feel to it. In the Sans Serif category, it's more the same. One kind of looks futuristic. One almost looks like it belongs in a comic book. And in the Script fonts which are meant to represent handwriting, one isn't quite legible. One looks dignified. And the other ones kind of look a little bit more loose. Each of these fonts can be perceived in different ways, even though they fall under the same category. Let's look at a phrase that you may see at the beginning of a professional letter. To Whom It May Concern. The top one which is written in a standard Serif font looks fairly dignified. The second one looks like it may belong in an old manuscript. The third one seems a little bit more casual. The fourth one looks sloppy. The fifth one looks somewhat comical. The next one has a scary tone to it. And the last one looks like it may belong in a formal invitation of sorts. You could definitely see here even how some quote unquote normal style fonts can definitely change the way that you perceive this phrase, To Whom It May Concern. In the next lesson, we will build a business style document with the appropriate font choices. Thanks for watching.

Beginner Provider : Joseph Tury 2 Lessons · 10m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

Once you have a solid understanding of the differences in font style and characteristics, how to work with layout space, fix spatial issues with type, and identify legibility and readability strengths and weaknesses, you will need to decide on what typefaces you are going to use in your message. Selecting the right font for your message will most likely go unnoticed as your audience will subconsciously recognize how well it fits. Selecting the incorrect font can be fundamentally disastrous by indicating to your audience a lack of professionalism. If you can’t make the message look good, then your audience may not trust your brand or what you are trying to get them to read.

In this module, you will learn how your font choices can dramatically improve or alter the perception of your message. You will learn how to make educated decisions when it comes to what fonts are appropriate for the message and audience.

What You'll Learn

Recognize the difference between good font choices and poor font choices for your message
Identify what fonts are appropriate for business-like layouts
Examine how type choices influence audience perception
Select appropriate typefaces for a business presentation
Make educated font decisions based on the message and intended audience

Key Takeaways

Selecting the right font fits a message so well that the audience recognizes it only subconsciously, while the wrong font can signal a lack of professionalism.
Font choices can dramatically improve or alter how an audience perceives a message.
If a message does not look good, the audience may not trust the brand or what it is being asked to read.
Choosing typefaces comes after understanding font styles and characteristics, layout space, fixing spatial type issues, and assessing legibility and readability.
The course covers how type choices influence perception and how to choose typefaces for a business presentation.

Frequently Asked Questions

What will I learn in this course?

You will learn how your font choices can dramatically improve or alter the perception of your message, how to recognize good versus poor font choices, and how to identify fonts appropriate for business-like layouts.

What topics or lessons does this course cover?

The course includes two lessons: How Type Choices Influence Perception, and Typeface Choices for a Business Presentation.

Who is this course for?

It is for learners who want to make educated decisions about which fonts are appropriate for their message and audience, including those preparing business-like layouts and presentations.

What skills will I gain?

The course builds skills in Font Face, Graphic Communication, Kinetic Typography, Type Design, Typography, and Web Typography.

Is any prior knowledge assumed?

The course assumes you already have a solid understanding of differences in font style and characteristics, working with layout space, fixing spatial issues with type, and identifying legibility and readability strengths and weaknesses.