Mastering typography in graphic design: Why typeface matters more than you think

Discover why choosing the right typeface can transform your designs.

When you think about graphic design, typography might not be the first thing that comes to mind. But whether you’re creating a logo, designing a website, or putting together a campaign, the typeface you choose can make or break your work. Typography isn’t just about letters; it’s about how those letters communicate, connect and create emotion. 

At Collarts, we understand that typography is the backbone of graphic design, and we’re here to unpack why it’s so much more than just choosing a pretty typeface.

What is typography?

Typography is the art and technique of arranging type to make written language legible, readable and visually appealing. It encompasses everything from the typeface style and size to the spacing between letters and lines. Typography is not just functional; it’s a creative tool that designers use to amplify a message and shape how it’s perceived.

“Before type is interpreted into meaning, it is experienced elementally. It has line, shape, weight, tone, texture and space – both positive and negative. The space between two characters is similar to the interval between two notes on the piano. Typography can also create movement, rhythm and order in complexity. A typographer is like a choreographer and composer of characters and words who can make their designs dance and sing!” – Collarts Graphic Design Program Leader Dr. Cameron Rose

This highlights the central role typography plays in not just organising information but also evoking emotion, creating meaning and building brand personality.

Why typeface matters

Think of typeface as the outfits of the design world. Just like your clothing choices say something about your personality, the typeface you use to communicate the tone and intent of your message. Typeface can be playful, professional, elegant, bold or understated. Choosing the wrong typeface can confuse your audience or undermine your message entirely.

Imagine reading a formal business proposal written in Comic Sans. It would feel jarring and unprofessional, right? That’s the power of typography—it sets expectations and establishes credibility.

“Typography is more than just visual elements; they are the unsung heroes of storytelling in design. The way a typeface carries emotion, tone, and meaning can turn a simple message into an experience. It’s fascinating how typography bridges the gap between a designer’s intent and the viewer’s perception, making the story resonate on a profoundly human level. It’s the perfect blend of art and psychology!” – Collarts Graphic Design Program Coordinator Cathy Sison

The emotional impact of typography

Typography has the power to stir emotions, much like colors or imagery. For example:

• Serif typefaces like Times New Roman often convey tradition, reliability, and formality.
• Sans-serif typefaces like Helvetica feel modern, clean, and approachable.
• Script typefaces mimic handwriting, evoking elegance, creativity, or intimacy.

This emotional weight is why brands spend so much time selecting the right typography for their visual identity. A well-chosen typeface creates trust and recognition while telling a story. As a graphic designer, understanding these emotional cues gives you the tools to craft designs that resonate deeply with your audience.

Typography in practice

In the world of design, typography isn’t just a decorative element; it’s a critical part of problem-solving. Effective typography makes content easier to read, guides the viewer’s attention, and enhances the overall user experience.

Let’s break this down:

• Readability: A good typeface ensures that your audience can quickly and easily understand your message. This is especially important for digital design, where users skim more than they read.
• Hierarchy: Typography helps create visual hierarchy, guiding viewers to the most important parts of your design. Headings, subheadings, and body text should all work together harmoniously.
• Consistency: A cohesive typographic style reinforces brand identity. Repetition of typefaces and styles across designs builds recognition and professionalism.

Learning typography at Collarts

From the basics of type anatomy to advanced applications in branding and motion design, we ensure every Collarts student graduates with a deep understanding of typography’s potential.

Our students work with industry-standard software and tackle real-world projects, exploring how typography interacts with other elements like imagery, layout, and colour.

We also emphasise the importance of staying ahead of industry trends. With the rise of variable typefaces, like responsive and animated typeface, there’s never been a more exciting time to dive into this field.

Meet our graphic design teachers

At Collarts, you have the unique opportunity to learn from graphic design professionals who are deeply connected to the industry and actively working in their fields. 

Wes Franklin

Wes Franklin is an exceptional typographer and sessional teacher at Collarts. Wes brings his expertise and creative vision to the classroom, helping students master the art of typography. Explore his work here: wjfranklin.com.

Simon Breese

Another industry expert you’ll learn from is Simon Breese, who also teaches Typography Fundamentals at Collarts. With a keen eye for design and years of experience, Simon offers students invaluable knowledge and guidance. Check out his Instagram: @simonbreesedesigns.

Famous typographers to inspire you

Gemma O’Brien

Based in Sydney, Gemma O’Brien is internationally renowned for her hand lettering, typography, and mural work. Her dynamic style has attracted global attention, and she has collaborated with major brands like Apple, Qantas, and Nike.

Stephen Banham

A prominent typographer and designer based in Melbourne, Stephen Banham is often referred to as the “Australian ambassador for typography.” He founded the design studio Letterbox and has worked on numerous type design projects, often exploring the cultural and social aspects of typography. His books and exhibitions have helped shape the Australian design landscape.

Paula Scher (USA)

A groundbreaking designer and typographer, Paula Scher is known for her bold and expressive typographic work. As a principal at Pentagram, she has created iconic branding and visual identities, including typography-led projects for MoMA and The Public Theater.

Tips for mastering typography

Ready to elevate your typography game? Here are some tips to keep in mind:

1. Study the basics: Learn the anatomy of type—terms like kerning, tracking, and leading matter more than you think.
2. Pair typefaces thoughtfully: Combine typefaces that complement each other. A bold sans-serif heading with a clean serif body text can work wonders.
3. Don’t overdo it: Stick to two or three typefaces per project. Too many fonts can overwhelm your design.
4. Test for readability: Your design may look great, but can your audience actually read it? Always prioritise clarity.
5. Experiment and have fun: Typography is an art. Don’t be afraid to play with scale, weight, and style to create something unique.

At Collarts, we’re here to help you unlock your creative potential. Whether you’re just starting or looking to sharpen your skills, our Graphic Design program is built to inspire and challenge you.

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