Typography and layout: message through form

A media designer shapes messages so they're easy to understand and nice to look at. Typography and layout are the main tools. Even the best text falls flat if it's set up unclearly — and a mediocre idea can be lifted by strong graphic design.

§Font types and their character

Font types are broadly divided into serif (with feet), sans-serif (without feet) and display/decorative fonts for headings and logos. Serif fonts are often perceived as classical and are traditionally used for long printed texts, while sans-serif is often chosen for screen and modern expression. Most important is that the font fits the message, medium and target audience.

• 01Limit the number of typefaces — often two is enough: one for headings and one for body text.
• 02Ensure sufficient contrast between text and background so the text is readable.
• 03Be aware of line spacing and line length; lines that are too long tire the reader.
• 04Use the font's own weights (regular, bold, italic) rather than artificial bold/italic versions.

§Visual hierarchy

Hierarchy is about guiding the reader's eye: what is seen first, what next, what last. This is created with size, weight, color, placement and space. A good hierarchy makes the reader able to scan a page and immediately understand what is heading, subheading, body text and note.

§Raster and composition

A grid (raster) is the invisible skeleton that keeps elements in line and creates coherence across pages. Columns margins and spacing are agreed in advance so the design is consistent. The grid is not a straightjacket — it is a foundation you can deliberately break when you want to create attention.

§White space

Empty space — or white space — is not wasted space. Air around elements gives calm signals quality and makes content easier to read. Beginners often fill every square centimeter; experienced designers dare let things have space

“Typography is not about making text beautiful but about making it clear.”

— Basic principle in typography