THE IMPORTANCE AND USE OF TYPOGRAPHY IN PRINT AND DIGITAL DESIGN

ABSTRACT: The main element of design on print and digital platforms is typography. Typography in designs; It is the process in which features such as the font to be used, print-size, color, and spacing are determined and applied. Making a good design attractive, attractive and understandable is achieved by using the right typography in all printed and digital designs. Typography emerged with the letterpress printing applied by Gutenberg in the 1440s. In the early years, it was accepted as a book article. It has become a part of visual design with the increase in competition with the industrial revolution, the importance of recognition and the invention of photography. Nowadays, we encounter it not only in printed communication tools but also in digital media that affect all areas of our lives. Application of typography for digital environments; Font selection is very important for the readability of the text and its best delivery to the target audience, as well as for its functionality and aesthetics. Choosing the right font directly affects the user experien ce in a positive way.In this study, typographic elements in printed materials and digital environments were compared on examples and the more preferred fonts in designs were determined. As printed material; newspaper, magazine, brochure, book, catalog and packaging printing, digitally; Websites, social media and e-book platforms and mobile applications were examined and their typographic applications were compared. As a result, in the use of typography in printed material designs; Serif fonts such as Times New Roman, Garamond, Cambria, Georgia, which do not tire the eyes and provide faster perception and understandability, and serif fonts on digital platforms, on the contrary, make it difficult to read, therefore Arial, Helvetica, Open Sans are available on all digital platforms examined. It has been determined that sans serif fonts such as, Montserrat are more preferred.