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.

设计无处不在，而设计伴随着文本和您想要吸引用户的内容。 但是在创建设计并选择要使用的字体之前，您应该了解一些可以帮助您更有效地实现目标的知识。

不同的设计需要不同的版式 (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.

每次您设计任何类型的产品时，您要传达的信息都不会相同。 您想吸引不同的用户并告诉他们不同的事情。 自然，您的设计选择将有所不同：颜色，图案，动画以及排版。

内容 (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.

预先了解选择字体和要使用的内容至关重要： 它表示什么？ 多少钱？ 将字体选择与您要传递给用户的内容进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.

字体将成为消息的视觉载体，这意味着它必须以其形式来翻译其含义。 举例来说，如果我正在阅读与将使世界发生革命的新发现药物有关的内容，我不希望它使用大写和粗体的字体，或者我可能不太重视它。

层次结构 (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.

在设计上组织内容时，您必须制定层次结构计划， 定义哪些内容更重要，以及如何从视觉上区分标题，字幕和文本 。 当用户查看您的设计时，他们将根据文本的视觉布局立即做出区分。

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

您选择执行此操作的字体应大小不同，并且可能不同，以根据其层次结构重要性区分此内容。

设计声音 (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.

每个设计和每个产品都有自己的故事，并且是为不同的人制作的。 设计不仅与美学有关，而且还讲述一个故事，并试图吸引人们加入并吸引他们。

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.

为了成功提出解决方案，我们必须确切地知道我们在讲什么故事，以及如何将其交付给目标受众。 这就是为什么我们每天面对如此众多不同的样式和类型的设计：他们在告诉我们不同的事情 。

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

对于不同的设计风格，传达不同的信息，请使用不同类型的字体 ：

• If you’re trying to be more minimalistic and classy, maybe you should go for a cleaner and serifed font;
  如果您想变得更简约，更优雅，也许您应该选择一种更干净，更细化的字体；
• 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?
  如果您的设计更大胆，更有趣，那么走的路就不一样了。 也许要走的路是拥有更多个性的更圆润的字体？

了解您的用户 (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.

决定排版的最重要的事情之一(如果不是最重要的话)就是清楚地知道您要为谁设计 。

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.

在您的个人生活中，当您与不同的朋友团体，家庭成员，与工作相关的人或您可能会遇到的任何其他人交谈时，您都会使讲话的方式适应这个特定的目标。 设计时必须发生相同的事情。

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.

您不能期望相同的设计选择能够在相同的年龄段，性别，文化等条件下工作并取得成功 。 不同的人需要不同的输出 。

辅助功能 (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.

除了了解定义用户的一般特征之外，您还需要始终牢记，并非每个人都会看到相同的方式， 并且有些用户的视觉和综合障碍使他们难以阅读 。

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.

考虑到这一点，您应该始终注意文本和背景之间的颜色对比以及内容的大小 。 即使是视力为20/20的人也很难阅读5px的文字。

可读性 (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).

这引出我的下一个观点。 用户的所有内容都应清晰易读(当然，除非设计选择是出于某种原因使文本不可读)。

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.

玩弄字体并尝试许多现有的字体很有趣，在设计时尝试新事物总是一件好事。 但是，更重要的是要确保您的用户知道您在告诉他们什么。 如果他们看不懂您的内容，他们会轻易放弃并继续下一步。

衬线vs无衬线 (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:

有许多不同类型的字体，尽管它们看起来不错，但可能不是合适的选择。 对于那些可能想知道无衬线字体和衬线字体的区别的人，这里有一个简单的解释 ：

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

  衬线字体-这些字体的字母末尾带有装饰性笔触。

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

  Sans Serif-顾名思义，这些是这些字体的“ sans”字体(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.

经常根据情况选择这两种字体，在这种情况下，这是您的设计。 并非每个设计都应该具有衬线字体，反之亦然，也许每个设计都不应该具有衬线字体。 通过评估您所传递的内容和消息，您将知道哪种情况最适合您。

字体配对 (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，每个设计都有一个以上的字体，因此，对将要使用的字体及其原因进行深思熟虑的决定非常重要。 并非每种字体都可以并用，并且可以使您的设计更加合理。

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

像许多其他字体一样， FontPair是一种工具，可以为您提供一些很棒的字体配对，您可以下载和预览。

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

字体是书面单词，不同的方言是不同的语言。 — 史蒂文·海勒

Complementary reading:

补充阅读：

• 7 typography tips for interface design;

  界面设计的7个印刷技巧 ;

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

  印刷术可能造就或破坏您的设计：选择类型的过程 ；

• How to use typography in UI Design;

  如何在UI设计中使用排版 ;

• 26 Digital Typography Rules for Beginners;

  26个初学者的数字印刷规则 ;

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

  什么是版式，为什么如此重要？ 新手指南 。