How to Master Typography

Typography that WOWs!

Elliot Jay Stocks brought the world of typography to life with his expertise and passion, guiding us through the art of creating type that not only looks amazing but communicates effectively.

The first day laid the groundwork, exploring the principles of great typography—contrast, hierarchy, spacing, and alignment. Elliot shared practical tips on how to make type choices that enhance readability and impact, whether in print or digital design. We also got a fascinating glimpse into the history of typefaces, learning how their evolution informs modern design.

Day two took things up a notch, diving into advanced techniques for fine-tuning type. From mastering kerning and leading to experimenting with variable fonts and responsive typography, we gained valuable skills to elevate our projects. Elliot’s interactive exercises were a highlight, showcasing real-world applications and solving common challenges designers face.

Armed with new tools, insights, and plenty of inspiration, you’re now ready to transform ordinary text into something extraordinary.

Why typography matters

Every seasoned designer knows that typography is more than just choosing fonts; it’s a critical element of design that impacts readability, user experience, and brand perception. And in marketing especially, first impressions are everything. The right typography can convey professionalism, trust, and clarity while inconsistent typography can dilute your message and weaken your brand identity. Understanding typography’s nuances — from typeface selection to licensing and optical sizes — enables you to create visually engaging, cohesive, and persuasive materials to reach the goal of every campaign ever: capture attention, communicate your message clearly, and reinforce your brand’s value in the competitive market.

Learning outcomes

By the end of this two-day in-depth module, you:

• Understood typography’s critical role in design systems.
• Evaluated and paired typefaces to create compelling marketing materials.
• Implemented responsive and fluid type scales for versatile designs.
• Used weights, styles, widths, and optical sizes to enhance readability and aesthetics.
• Designed for dark mode, ensuring your campaigns are effective across all platforms.
• Used a checklist for typeface selection to maintain consistency.
• Applied advanced techniques like hanging punctuation and managing widows and orphans for polished layouts.
• Understood type anatomy, line-height, line length, letter-spacing, and kerning.
• Implemented alternate glyphs and OpenType features for unique designs.
• Managed font licensing and delivery, ensuring legal compliance.
• Compared font delivery services and self-hosting for cost-effective solutions.
• Optimized web fonts for faster loading times and better user experience.
• Used typographic controls in Figma, Adobe apps, and CSS to streamline your design process.

Who attended?

This workshop was ideal for graphic designers, web designers, UI/UX designers, and front-end developers who already bring advanced knowledge to the table. Whether you’re an experienced professional refining your skills or a beginner willing to skip a few chapters ahead, you gained valuable insights and practical techniques for digital and print projects.

About the educator

Elliot Jay Stocks is the founder of the typography magazine 8 Faces, creative director of Typekit (now known as Adobe Fonts), leader of the service’s transition into desktop fonts and the Creative Cloud ecosystem, collaborator with Google on launching the typography education resource Google Fonts Knowledge and the author of Universal Principles of Typography. Slay much, Elliot?