Typography, or the design of a language's lettering, is one of the most important design elements in the world of media and marketing. It is used in all areas of design; from TV intros to toothpaste tubes. Typography is a design technique that can greatly affect the success of a product. Typography is a way to communicate a message in a visual way, as well as a verbal way. Typography is one of the oldest and most used design techniques. The first mass-produced typeface was produced by Gutenberg and was used in his original printing press. Since his time artists and designers have been creating and experimenting with new types of designs, and the emotions and ideas those types of designs invoke. For example, a sharper sans-serif design, such as Calibri, would express forward thinking, but a serif font, such as Times New Roman, would invoke a feeling of reflection. We now have several kinds of typography, each with its uses and beauty. We see many uses of typography in our lives and don’t even pay attention to it. Look at the simplicity of the design of the keyboard on a laptop or phone look at the boldness of the lettering on a magazine cover, or even the color and shape of the letters on an urban artwork. You can see how typography affects how we read, and therefore how we think.

(Luc De Groot, Calibri Typeface, 2007, Microsoft Office)

(Stanley Morrison, Times New Roman Typeface, The Times)