You may not realize, but the typography is everywhere in our daily lives. It's on our smart phones, books, websites, clothes and many other places. We often tend to focus on the words itself and neglect the importance of the design on it, being the factor that can change the hole sense, tone or meaning of a sentence.

But what typography actually is? Well, it's basically the way we arrange the letters and words to be clear, visually pleasing and legible, in a way that it matches the emotions the text should be giving. Inside typography, we work two different aspects: typeface and font. In short, they can be described as the family of fonts (such as Arial) and the members of a type face (Arial Bold, Arial Black, Arial Italic, etc.), respectively. And by combining them along with different sizes we can create an hierarchy, which creates cohesion and legibility between texts and titles.

But when about legibility, we can't forget of the spacing and constranst. With the constranst and size together, we can decide what we want people's eyes to look at first. If we're usign a white background, adding a bold color to the heading text, can tell people that's where they should look first. Talking about space, that's what makes the text easier to read. If you give way too much or way too little space between letters, it can be hard to read it.

And what about the emotions we talked before? Choosing the right typeface is crucial when we want to convey feelings. A good typography can give personality to your text, creating familiarity with your brand and consumers, for example. Using more clean, less colorful fonts conveys more seriousness, wich can be a better match for news websites rather than using cursive or decorative fonts, for an example.

Choosing the right font for your brand or project may be a tough task, but by understanding the basics and the brand's tone and personality, you my find the perfect fit for you.