In this section, as its title suggests, we will be dealing with colors and typography, which are crucial to Web design. for your better understanding, we have decided to divide it into the following five items:
- Verbal message: this is the message transmitted by means of written typography. It has to do with letters and words. Actually there is not complexity here, but it will help you understand the next item.
- Non-verbal message: this is transmitted subconsciously; it is "felt" rather than seen. The typography (i.e. type of letter) in which words are written transmits a message on a parallel with that which words themselves transmit. Different typographies produce quite different effects on the public. Therefore, Web visitors will fell attraction or reject towards a design depending on the typography in which it has been written. That is why it is important to use typography that is fit for your purpose (e.g. a comic typography is not fit for surgery).
- Types of letter: these can be classified into two groups -serif and sans serif. Serif typography is that which has serifs, i.e. short lines at the upper or lower end of printed letters. Serifs were very useful some time ago, but different technological breakthroughs made them no longer needed. This is how sans serif typography was born. Examples of serif and sans serif typography are Times New Roman and Arial, respectively. Long texts take serif typography, since research has been done which proves that serifs make the reading easier as they do not cause eyestrain, and consequently there is no distraction on the part of the reader. However, things are just the opposite on the Internet, since the screen gives bad definition of the serifs, thus making the reading harder. As a result, long texts on the Web take sans serif typography.
- The semantic aspect: colors, as any other design tool, convey a meaning, which is based on convention. Each color has its own conventional meaning (more or less accepted). Therefore, the choice of colors for your website should not be a matter of personal tastes as, in general, every business field has its own range of colors. Should you break this implicit convention, the public will be confused, and this is really bad for your company’s sales levels. So colors must be chosen carefully: do not let aesthetics be your only guide, as there are many other things to consider; listen to the designer, as he knows which might be the best colors for your website according to your company’s business field.
- Adjustment: colors are not the same on a screen as in print. While screens work with a chromatic palette called RGB, printing machines do with one called CYMK. The former consists of much more colors than the latter, which compels designers to adjust colors so that they can be printed. However, even when some colors are more susceptible of change than others, differences are often barely perceptible. In any case, what you can do is ask your designer which colors are less susceptible of change. Anyway, there is nothing to worry about: if you pay attention to the big corporations’ logos, you will notice subtle differences, too.