Inventive typography

June 23, 2018

In the battle for eyeballs, typography is a powerful weapon, and its use on the web has broadened out this year, says Kelly Morr, senior manager of content strategy at 99designs.

“Typography is powerful and the bigger the better. So while neo-grotesque sans-serif styles like Helvetica remain in vogue, designers are branching out, turning to the huge variety of typefaces available.”

Kelly Morr predicts that 2018 will see the return of serifs to the screen, as well as increasing numbers of sites pairing serif and sans-serif fonts (as executed beautifully on GE) to create a dynamic user experience.

The typography cutout trend in action on the Danbury website‍

The fact that device resolutions are getting sharper, amping up the legibility factor, is also opening the door for a rise in custom fonts. “Designers are opting for typography with tons of personality not only for emphasis, but also for aesthetic effect. All of this, plus the drama afforded by oversized typefaces, goes to show that 2018 will not all be about subtlety, and we can expect to see bold trends continue to develop.”

Another type-related trend identified by Gee Guntrip, studio manager at Hyped Marketing, is that of typography cutouts. 

“The technique uses a block of colour over a still or moving image that appears through clear lettering,” she says. 

“Choosing the right typeface and limiting the number of letters is paramount to making this work.“For example, Danbury has done this really well with a bright text cutout that draws the user’s attention to its video. Comedie Francaise uses the typography effect on text hover. And Nurture Digital showcases video through letters.”

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