By Brian | Thu, 03/21/2013 - 00:22
In the bustling of trying to adapt content to various devices, companies have forgotten an important aspect: the reader. Nowadays there is so much emphasis on fitting content on mobile devices, tablets, desktops that typography has been undermined.
It’s time to get back to the basics and design for the reader, first and foremost.
The Goal of Type
Think about the message. You could have a strong, powerful message but if the way it is presented involves poor type, then it detracts from the power of the message. Type is important because its goal is to make content informative, legible and striking regardless of technology.
Whether you think about it or not, a company’s brand is wrapped up in its type. The way a company presents its message reflects its personality and type.
The Reader is More Important Than the Device
Yes, there are a plethora of devices nowadays that people view information on. However, companies have just focused on the adaptation of their content to various devices that they have forgotten the most important element: the reader.
In general, many people begin a responsive design project by planning how their layout will adjust from screen to screen using a method known as a fluid grid. However, the point of grids is to hold the content, and it is from the content that the grids should be designed. Since the majority of content is text, the grid settings should be based on type, not the device.
Put Type First
There’s no better time than now to put type first. Web designers are helping by implementing ways to do this. Because they need to test designs across devices for the reader, designers are prototyping websites earlier in the process. In addition, new typography tools are being used giving the company the ability to create the web typography sooner and stronger than ever.
By putting type first, companies are designing with their reader in mind first which is how it should be.