Typefaces in typography refers to a set of characters or fonts used in a design.There are generally two basic categories of typefaces which are Serifs and Sans Serif. While Sans Serifs fonts are composed of straight lines, Serif fonts has a slight decorative mark at its ends which is aimed for ease of reading. Arial and Times New Roman are examples of Sans Serif and Serif typefaces (Webopedia, 2012).
Different types of print publication, different approach to applying typography is required in its overall design. A tabloid newspaper may use a larger, brightly coloured fonts to be paired with an eye catching picture on its front page to catch the readers attention. In comparison, a business newspaper will probably use a more subdued font and employ less illustrations. Wheildon (1990, pg 6) highlights that good design is a balance between both function and form thus while an interesting picture or bright colours on a publication may attract the consumers attention; it would mean nothing if it fails to communicate its message. This would ultimately deter audiences to purchase the publication again.
It has to be understood that with design and typography, it is considered an absolute failure if typography contributes to a decline of a readers interest in a publication (Wheildon, 1990 pg 7).
Local Tabloid Newspaper
(The New Paper, 14 May 2012)
References:
Merriam Webster Dictionary, 2012 ”Typography - Definition", viewed 13 May 2012
Wheildon, C 1990, ‘Communication or just making pretty shapes’, 3rd edn, Newspaper bureau of Australia Ltd, North Sydney.
Webopedia, 2012 ”What is typeface", viewed 14 May 2012,