My approach to typography for print design differs slightly to sometime significantly from digital design. In digital formats like websites or social media graphics, the priority is often readability on screens of various sizes, which means choosing fonts that are web-safe and look good at different resolutions. I also have to consider how typography interacts with responsive design, ensuring that the text remains legible, readable, and visually appealing whether it’s viewed on a desktop, tablet, or smartphone. When working with print materials like a business card, flyer, or brochure, the choice of typography is influenced by factors like paper texture (glossy, semi-glossy, matte, etc.), ink absorption, and the size of the printed piece. I have to be mindful of how the type will be produced on different types of paper, as certain fonts that look great on screen can appear too thin or completely lose their details when printed.
One of the key lessons I’ve learned in my years as a graphic designer is the importance of testing and adapting typography for where it will live. For example, serif fonts, which can add a classic and elegant touch to print materials, might not translate well to digital formats where they can appear less readable at smaller sizes, especially on a smartphone. Sans serif fonts often take priority in digital spaces due to their clean lines and modern feel but may lack the personality needed for the printed pieces. To ensure that my clients' branding is consistent across both print and digital platforms, I always start by selecting a versatile typeface and then adjust the spacing, weight, and size based on the specific requirements of each medium. This meticulous approach is important to take into account while I’m designing a logo, a website, or printed marketing collateral. The typography needs to look great and also needs to effectively communicate the brand’s message across all platforms.