Typography is the craft of selecting and composing type: typefaces, sizes, spacing and hierarchy. In brand and product design, typography carries a brand's character more strongly than any other element.
Before we read the first word, typography has already told us who we're dealing with: the serif elegance of a law firm, the geometric modernity of a startup, the technical precision of engineers.
Good typography in practice means: deliberate typeface selection (usually 1–2 families), a consistent size scale, correct line height (roughly 140–175% of type size for body text), sensible line length (45–75 characters) and the details – proper quotation marks, non-breaking spaces, true dashes.
At Sweet Lava we treat typography as the foundation: our designers learned it in print, where a mistake stays forever.