Roles of typography 

Visual Hierarchy & Communication. Typography plays a vital role in communication, as it enables designers to establish a visual hierarchy within a design. By varying font sizes, weights, and styles, designers can guide readers’ attention, emphasize important information, and create a clear flow of content. Typography enhances the legibility and comprehension of written text, making it a powerful tool for effective communication.

Branding & Identity. Typography serves as a cornerstone of branding and visual identity. Companies carefully select or design typefaces that align with their brand values and personality. Consistent use of typography across various platforms, such as logos, websites, and marketing materials, establishes brand recognition and fosters a cohesive visual identity. Typography contributes to creating a memorable and distinctive brand presence.

Aesthetics & Emotional Impact. Typography significantly influences the aesthetics of design. The choice of typeface, letter spacing, and alignment can evoke different emotions and set the overall tone of a design. Serif typefaces may convey tradition, elegance, or sophistication, while sans-serif typefaces often convey modernity, simplicity, and clarity. Designers harness the expressive power of typography to evoke specific feelings and create visually engaging experiences.

User Experience & Readability. Typography directly impacts user experience, particularly in digital interfaces. Selecting appropriate typefaces, font sizes, line spacing, and contrast enhances readability and legibility, ensuring a seamless and enjoyable reading experience. Considerations such as responsive design and accessibility make typography crucial in optimizing user interfaces for different devices and user needs.