In our last blog we started talking about how impactful well designed text can be. Text can’t just have good content, it has to *look* good too. When you are standing at your trade show display or are setting up your retractable banner stand outside of your business you want to know that your efforts will be rewarded but if the visuals of your message are garbled or badly designed your potential customers will likely keep walking. So, when talking with you designer about your banner, it’s good to know some of the terms they might be using when talking about text design. We’ll continue with going over a few more common terms you’ll come across.
Kerning and Leading
You need to know these words and their impact in a design. Kerning is the space between individual letters and leading is the space between lines of text. The internet has plenty of examples of bad kering, unintentional words made by letters joining to make new, distinctly off message words. Don’t let this happen to you. Leading can influence legibility of text and needs to be paid attention to too.
Legibility
Another important element of design of text is legibility. This topic can cover things like the color of the text in contrast to the background color. The font choice is another element. Some fonts are very difficult to read and should be avoided, even if you think they look great at first glance.
We hope knowing a few of the common terms proves helpful to you in working with your designer to design to design your advertising banner for your trade show display or outside advertising banners.