Typography design is about so much more than words on a page. It's an art form.

Although it's something most people take for granted, typography design can make a big difference in the way your product, service, event or brand is perceived.

Subtle changes to kerning, caps, ligatures and lining can dramatically effect one's visceral response.

At Go Media, our Cleveland typography design experts know that typeface selection and arrangement is as defining to an overall brand as use of images, color or abstract graphics. As our design team can explain, the difference between good typography and so-so typography is that one looks polished and professional, while the other tends to look slapped together in Microsoft Word.

Think of it this way: Most information these days is delivered via written word, and attention spans are shrinking. In order to be truly compelling, the way your copy looks matters just as much as what it says. When a business is careful and consistent with their typeface design, it can be extremely effective in building brand loyalty.

Typography design is about more than simply choosing a font. It's about the arrangement of all typographical elements in the design. For example:

• Visual hierarchy
• Contrast
• Grid
• White space
• Font choice
• Font Size
• Kerning

Sometimes people wonder why we even need typography design. After all, there are already hundreds in existence. What's wrong with just going with a simple Times or Helvetica font with standard spacing? The answer is we don't necessarily need new fonts, the same way we probably don't need new designs for furniture or clothing. But people seek different styles for a myriad of reasons - to set themselves apart, to go along with a trend or to find something that is a better fit.

In terms of branding, you recognize the importance of carefully choosing the best colors, the right tone and the precise words. Typography is another important element of the design process.

And just like the design of furniture or clothing, typography is a matter of blending art with science. It needs to be functional as much as it needs to be attractive. Consideration of your audience and your purpose is paramount. For example, some typeface designs - just like styles on the runway - are limited to a few scenarios when you want to make an evocative, splashy statement. But in everyday communications, your typography design needs to be more subtle.

Quality typography design not only makes the words more visually appealing, it can make them easier to read. Both of these elements help to ensure your message is delivered - and that's ultimately what you want.

We have heard the argument that, "If I don't recognize the difference between fonts, my customers/clients won't either." But that actually isn't true. Let's say, for example, you choose to go with a basic Microsoft Word default typography setting. That in itself is a choice in typography, and it communicates the message that, "This is a typical office document." Maybe that's exactly your goal. But chances are when you are working with a graphic designer on logo design, menu design, packaging design, web design or other elements, you want something more.

And that doesn't necessarily mean it has to be wild or very obvious. Think of it like going to a movie. The average person taking in a film at a movie theater isn't considering every movement of the camera, every edit, every angle or even the music playing low in the background. A good director puts you in that moment so that you simply experience it without being acutely aware of those details. It's the same way with good typography design: The average person will have a certain reaction to it, without fully considering how every aspect of the typography design plays into it.

A growing body of typography research suggests that when it is good, typography actually makes people frown less!  Researchers from Microsoft and MIT concluded in The Aesthetics of Reading that good typography - symmetrical, clear and well-spaced - actually put people in better mood after reading it.

In short, here's why you need typography design:

• It's an inevitable and essential part of your design - even if you don't put much effort into it. You might as well make sure it's working for you.
• It expresses your personality and helps to clarify your identity.
• It makes your copy more readable.
• It puts your professionalism on display.
• It's a critical part of communication.

Our Cleveland graphic design team will take great care in crafting custom typography designs with your brand, message and specific audience in mind.