Скачать или смотреть How to Choose a Typeface for Your Design Project - Content-Led Approach

In this video, Ellen Lupton explores the art of selecting the right typeface by emphasizing the importance of user-centered design in typography. Rather than starting with bold headlines, Ellen advocates for letting the reading experience guide your typeface choices, highlighting how smaller text can shape a cohesive and engaging design. She uses The Atlantic's website as a prime example, where Adobe Garamond, a typeface traditionally used in book printing, dominates both headlines and body text. This unconventional choice creates an elegant and immersive reading experience, subtly shifting the focus from flashy headlines to the content itself.

Ellen also examines Sternberg Press's website, showcasing their use of the distinctive S-Colon typeface by Production Type. This font, while not custom-made, offers a unique and literary feel that perfectly aligns with the brand’s niche in art and theory publishing. She discusses how thoughtful styling—such as mixing uppercase and lowercase text and adjusting the letter spacing—can elevate typography, adding personality and depth to a design.

This video provides valuable insights into how to choose a typeface that aligns with your brand and enhances the user experience. Whether you're deciding how to choose a font for your business or considering how to select fonts for your brand, Ellen's approach emphasizes the importance of choosing typefaces that resonate with your audience and reflect the essence of your content. Through her analysis of real-world examples, you'll gain practical tips on how to choose the right font for your design projects, ensuring that your typography not only looks good but also serves its purpose effectively.

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