Type Matters.
- Arjay Russell
- Apr 17
- 2 min read
Updated: Apr 20
Typography is a highly functional part of design—until it’s wrong.
A font can whisper or shout. It can guide, distract, persuade, or confuse. It’s not just a design choice—it’s a strategic one.
At Anticage, we believe typography is one of the most underestimated forces in brand communication. The fonts you choose are loaded with personality, tone, and intent.
They tell people who you are before they read a single word.
So how do you make sure your type is working for you, not against you?
Here are five typography principles we always come back to:
1. Legibility > Everything
If people can’t read it, they won’t engage with it. Period.
This sounds obvious, but you'd be surprised how often legibility gets sacrificed for style. Fonts should be clear across devices, sizes, and backgrounds—especially in body copy.
Want to be edgy? Great. But don’t let your design flirt with illegibility.
2. Font Has a Voice—Use It Intentionally
Typography carries emotion. A serif font might feel classic or intellectual. A geometric sans serif can feel clean and modern. A bold display type can radiate rebellion or confidence.
The question is: Does your font reflect your brand’s voice, or contradict it? Choose with intention, not impulse.
3. Hierarchy Creates Clarity
Great design doesn’t need to be deciphered—it influences thoughts and decisions.
Use size, weight, and spacing to show what matters most. Your audience should be able to scan a page and know exactly where to focus, what to read next, and what to remember.
4. Don’t Marry Too Many Fonts
We get it. There are a lot of beautiful fonts out there. But using more than two or three in one system is like mixing accents mid-sentence—it gets messy fast.
Pick a primary font (for body and utility), a secondary for contrast (often headers or pull quotes), and maybe one display font if your brand has a bold personality.
5. Consistency Builds Trust
Every time your typography changes without reason, your brand loses a little credibility. Fonts are part of your visual language—they should repeat, not compete.
From decks to social to packaging, consistent type builds recognition and trust. It’s the design version of showing up as your whole self, every time.
Bottom line? Typography is your silent spokesperson.
It speaks volumes about your brand—whether you’re in control of it or not.
We build brand systems that don’t just look good, but speak clearly. Whether you're working with custom fonts or making Canva sing, the principles stay the same.
Want help defining your voice—letter by letter?
Let’s talk.
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