Design is everywhere, and with design comes text and the content that you’re trying to reach the user with. But before creating your design and choosing what font you want to use, there are some things you should know that will help you achieve your goals much more effectively.

設計無處不在，而設計伴隨著文本和您想要吸引用戶的內容。 但是在創建設計并選擇要使用的字體之前，您應該了解一些可以幫助您更有效地實現目標的知識。

不同的設計需要不同的版式 (Different designs require different typography)

Every time you’re designing any type of product, the message you’re trying to convey is never the same. You want to reach different users and tell them different things. Naturally, your design choices will be different: colour, patterns, animation and, of course, typography.

每次您設計任何類型的產品時，您要傳達的信息都不會相同。 您想吸引不同的用戶并告訴他們不同的事情。 自然，您的設計選擇將有所不同：顏色，圖案，動畫以及排版。

內容 (Content)

It’s crucial to know beforehand, of choosing a font, the content you’re gonna use: what does it say? how much is it? Matching your font choice to the content you want to pass to the user is imperial.

預先了解選擇字體和要使用的內容至關重要： 它表示什么？ 多少錢？ 將字體選擇與您要傳遞給用戶的內容進行匹配是必不可少的。

Your font will be the visual carrier of your message, which means it has to translate its meaning in its form. Per example, If I’m reading something related to a newfound medicine that will revolutionize the world, I don’t expect it to be in a font that is capitalized and bolder, or I might not take it as seriously.

字體將成為消息的視覺載體，這意味著它必須以其形式來翻譯其含義。 舉例來說，如果我正在閱讀與將使世界發生革命的新發現藥物有關的內容，我不希望它使用大寫和粗體的字體，或者我可能不太重視它。

層次結構 (Hierarchy)

When organizing your content on a design, you have to make a plan of hierarchy, defining which content is more important and how you’re gonna visually distinguish titles, from subtitles and text. When the user looks at your design they’ll immediately make a distinction based on the visual layout of your text.

在設計上組織內容時，您必須制定層次結構計劃， 定義哪些內容更重要，以及如何從視覺上區分標題，字幕和文本 。 當用戶查看您的設計時，他們將根據文本的視覺布局立即做出區分。

The fonts you choose to do this should vary in size, and possibly in family, to differentiate this content based on their hierarchical importance.

您選擇執行此操作的字體應大小不同，并且可能不同，以根據其層次結構重要性區分此內容。

設計聲音 (Design Voice)

Every design and every product have their own stories and are made for different people. Design is not just about aesthetics but also telling a story and trying to draw people to it and engage them.

每個設計和每個產品都有自己的故事，并且是為不同的人制作的。 設計不僅與美學有關，而且還講述一個故事，并試圖吸引人們加入并吸引他們。

To be successful with when coming up with a solution, we have to know exactly what is the story we’re telling and how can we deliver it to our target audiences. That’s why we are faced with so many different styles and types of design every day: they’re telling us different things.

為了成功提出解決方案，我們必須確切地知道我們在講什么故事，以及如何將其交付給目標受眾。 這就是為什么我們每天面對如此眾多不同的樣式和類型的設計：他們在告訴我們不同的事情 。

For different styles of design, conveying different messages, come different types of typography:

對于不同的設計風格，傳達不同的信息，請使用不同類型的字體 ：

• If you’re trying to be more minimalistic and classy, maybe you should go for a cleaner and serifed font;
  如果您想變得更簡約，更優雅，也許您應該選擇一種更干凈，更細化的字體；
• If your design is bolder and more fun, the way to go is different. Maybe the way to go is a rounder font with more personality?
  如果您的設計更大膽，更有趣，那么走的路就不一樣了。 也許要走的路是擁有更多個性的更圓潤的字體？

了解您的用戶 (Know Your User)

One of the most important things — if not the most important — of deciding on typography is knowing clearly who you are designing for.

決定排版的最重要的事情之一(如果不是最重要的話)就是清楚地知道您要為誰設計 。

In your personal life, when you’re talking to different friend groups, family members, work-related people, or any other person you might come across, you adapt your manner of speaking to this specific target. The same thing has to happen when you design.

在您的個人生活中，當您與不同的朋友團體，家庭成員，與工作相關的人或您可能會遇到的任何其他人交談時，您都會使講話的方式適應這個特定的目標。 設計時必須發生相同的事情。

You can’t expect the same design choices to work and be successful with the same age groups, genders, cultures, etc. Different people require different outputs.

您不能期望相同的設計選擇能夠在相同的年齡段，性別，文化等條件下工作并取得成功 。 不同的人需要不同的輸出 。

輔助功能 (Accessibility)

Besides knowing the general characteristics that define your user, you always need to have in mind that not everyone will see the same way and that there are users with visual and comprehensive imparities that make it harder for them to read.

除了了解定義用戶的一般特征之外，您還需要始終牢記，并非每個人都會看到相同的方式， 并且有些用戶的視覺和綜合障礙使他們難以閱讀 。

Thinking of this you should always be attentive on the colour contrast between text and background and also the size of your content. Even a person with 20/20 vision will have a hard time reading a 5px text.

考慮到這一點，您應該始終注意文本和背景之間的顏色對比以及內容的大小 。 即使是視力為20/20的人也很難閱讀5px的文字。

可讀性 (Readability)

That leads me to my next point. All of your content should be legible for your user (unless your design choice is to not make the text readable for any reason, of course).

這引出我的下一個觀點。 用戶的所有內容都應清晰易讀(當然，除非設計選擇是出于某種原因使文本不可讀)。

It’s fun to play around with typography and try out the many many many fonts that are out there and trying new things when designing is always a good thing. But it’s more important to make sure that your user knows what you’re telling them. If they can’t read your content, they’ll easily give up and go on to the next thing.

玩弄字體并嘗試許多現有的字體很有趣，在設計時嘗試新事物總是一件好事。 但是，更重要的是要確保您的用戶知道您在告訴他們什么。 如果他們看不懂您的內容，他們會輕易放棄并繼續下一步。

襯線vs無襯線 (Serif vs Sans Serif)

There are many different types of fonts, and while they may look good, they might not be the appropriate choice. For those who might be wondering the difference about sans serif and serif fonts here’s a quick explanation:

有許多不同類型的字體，盡管它們看起來不錯，但可能不是合適的選擇。 對于那些可能想知道無襯線字體和襯線字體的區別的人，這里有一個簡單的解釋 ：

• Serif — these are the fonts that have decorative strokes at the end of the letters.

  襯線字體-這些字體的字母末尾帶有裝飾性筆觸。

• Sans Serif — as the name suggests, these are the fonts “sans” (without) these strokes.

  Sans Serif-顧名思義，這些是這些字體的“ sans”字體(不含)。

These two types of fonts are often chosen depending on the occasion, which in this case is your design. Not every design should have a serifed font or vice versa, and maybe it should have both or none. By evaluating the content and the message you’re passing, you’ll know which is the right answer for your situation.

經常根據情況選擇這兩種字體，在這種情況下，這是您的設計。 并非每個設計都應該具有襯線字體，反之亦然，也許每個設計都不應該具有襯線字體。 通過評估您所傳遞的內容和消息，您將知道哪種情況最適合您。

字體配對 (Font pairings)

Usually, every design has more than one font, so it’s very important to make a pondered decision about which fonts are gonna be used and why. Not every font go together and will do justice on your design.

通常，每個設計都有一個以上的字體，因此，對將要使用的字體及其原因進行深思熟慮的決定非常重要。 并非每種字體都可以并用，并且可以使您的設計更加合理。

FontPair, like many others, is a tool that will give you some great font pairings that you can download and preview.

像許多其他字體一樣， FontPair是一種工具，可以為您提供一些很棒的字體配對，您可以下載和預覽。

Typefaces are to the written word what different dialects are to different languages. — Steven Heller

字體是書面單詞，不同的方言是不同的語言。 — 史蒂文·海勒

Complementary reading:

補充閱讀：

• 7 typography tips for interface design;

  界面設計的7個印刷技巧 ;

• Typography can make or break your design: a process for choosing type;

  印刷術可能造就或破壞您的設計：選擇類型的過程 ；

• How to use typography in UI Design;

  如何在UI設計中使用排版 ;

• 26 Digital Typography Rules for Beginners;

  26個初學者的數字印刷規則 ;

• What Is Typography, And Why Is It Important? A Beginner’s Guide.

  什么是版式，為什么如此重要？ 新手指南 。