One of Asana’s traditions is the Learning Lunch, where members of their team share their personal expertise with each other in a casual setting. We move fast at Asana, so I appreciated being able to take the time to put together a little talk on typography in between design projects.
Typography is the study of the way typefaces (or fonts) are designed. Pretty much all the text you see in the outside world has been consciously put together to communicate some concept or another: everything from the labels on the food in your fridge to the major advertising campaigns you see during the Super Bowl.
The fonts we use today have their roots in the earliest forms of writing: handwriting (which developed into calligraphy) and carving on stone walls and tablets. These beginnings have spawned a dizzying array of typeface choices, and the choice you make can have dramatic effects on how your writing is perceived: Do you use a showy font that will instill emotion – the way brands choose fonts in their logos? Or do you use a beautifully simple font that will keep the focus on your message – the way newspapers use the same font regardless of tone?
Share this video with anyone who would be interested in the personalities of different typefaces, and how to use them in compelling, readable text.
If you liked this video, I’ve also spoken about our design process at Asana