This further addition to AVA’s Basics Design series will follow on from Format and Layout to cover the third fundamental element of graphic design, typography. Typography is the means by which a written idea is given a visual form. The selection of this visual form can dramatically affect the readability of the written idea and a reader’s feelings towards it due to the hundreds, if not thousands of typefaces available. Effective use of typography can produce a neutral effect or rouse the passions, symbolise artistic, political or philosophical movements, or even express the personality of a person or organisation. Typefaces vary from clear and distinguishable letterforms that flow easily before the eye and are suitable for extended blocks of text, to more dramatic and eye-catching typefaces that grab attention and are used in newspaper headlines and advertisements. Aimed at both students and practising designers, this book will provide an in-depth exploration of typography and a thorough examination of how it informs other aspects of creative design.