Скачать или смотреть How to Choose a Typeface for Your Design Project

In this video, Ellen Lupton explores the art and science behind choosing the right typeface for your design projects. Selecting a typeface is more than just a stylistic choice—it's about understanding how your audience interacts with your content. Whether readers are engaging in long-form reading, shopping, or quickly scanning for information, the functional quality of the typeface plays a crucial role. Ellen emphasizes the importance of considering both the practical and emotional aspects of typography, as it can significantly influence how your audience perceives your brand.

Ellen begins by discussing two primary approaches to selecting a typeface. The first approach involves choosing a typeface that reflects the brand's identity, letting it guide the overall design. For instance, she highlights Dunkin' Donuts, a brand with a distinctive logo and custom typeface, Dunkin' Sans, which is seamlessly integrated into the user interface. This custom typeface, paired with Proxima Nova for smaller UI elements, exemplifies how typography can enhance brand recognition while remaining functional and user-friendly.

Another example Ellen provides is The Wall Street Journal, where the custom headline typeface, designed by Cyrus Highsmith, draws inspiration from the newspaper’s historic logo. This typeface maintains the brand's traditional identity while offering a modern, readable design that suits the digital platform. Through these examples, Ellen illustrates how large companies often commission unique typefaces to align with their brand identity, creating a consistent and impactful user experience. Whether you’re wondering how to choose a font for your business or selecting the right typeface for a brand, Ellen’s insights offer valuable guidance. By focusing on both the functional and emotional aspects of typography, you can make informed decisions that resonate with your audience and enhance your brand’s visual identity.

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