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Often overlooked for its more exciting design counterparts, typography plays an integral part in creating the tone and overall experience of any successful website. As Oliver Reichenstein so astutely put it, “Web Design is 95% Typography” . So we better pay attention to how to do it well.

The Basics

Typography is the art and science of using type to communicate through language, in clear, legible and visually engaging ways. It involves the intentional selection of font, color, size, spacing, layout, and alignment. It can convey a message quickly and evoke emotion when done well on a website. When not done well, it can make the overall experience messy and hard to engage with.

Serif vs Sans Serif

The two major categories of fonts are serif and sans serif. Serif fonts have serifs, small feet, at the end of the letter stroke. Sans serif fonts do not have these feet. Serif fonts usually convey a feeling of professionalism and tradition. While sans serif fonts carry a feeling of being modern, clean and fresh.

Sans serif fonts have been shown to be easier to read online in body copy, with the opposite is true for print. This is because serifs make it tougher for the eye to follow on a lit screen.

Diving into the Deeper Concepts

Line Height

Line Height refers to the space between the individual lines of text. Having the right line height can make a website’s text more readable and easier to scan. If it’s too close together it can cause the reader to have to squint. If it’s too far apart it will be confusing to look at.

Line Length

Line length is the number of words in a line. A good line length will allow the user’s eyes to move from the end of one line to the beginning of the next with ease.

Color

On a website, the colors are created by light. This means thinking about contrast is even more important than in print, because there’s a higher risk of a user having to strain to read. Dark text on a light background provides the most contrast with the most comfortable reading experience.

Hierarchy

Hierarchy can sound like an obvious concept, but is an easy one to get lost once someone has gotten deep into writing their own content. It is what organizes and defines how to read through content and assigns higher importance to different areas. This plays a huge role in making copy successfully scannable for the reader. In typography hierarchy can be created through size, color, weight and uppercase lettering. In all of these categories it’s important to choose a few intentional variations but not too many, or the organized hierarchy will be lost to chaos.

The Number of Fonts

Using multiple typefaces can aid in creating hierarchy, bringing a unique style and tone to your website, and helping with scannability. However, it can be a thin line between this and too many fonts, which can cause the website to feel unstructured, disorganized and unprofessional. A good rule of thumb is no more than three type families and to use the same ones throughout the site. And a lot of the time one or two families will work just fine. Keep in mind that they should compliment each other. Meaning, that they should flow well with each other on a page, but not so similar that the change in font seems like a mistake.

White Space

White space is a break from content on the page. Simply put, it’s empty space. It doesn’t have to actually be the color white, but it’s a break from content. This is important, especially on content heavy websites, in order to give the user’s eye a break. Otherwise the content can feel like a dense wall, which is not enticing for anyone to jump into. This concept lends itself to the design approach of “less is more”. While people like the idea of white space in theory, once you’re working on your own site it can be easy to want to fill up every space with content. Try to remember that the more concise you are, the more likely someone is going to want to actually read what you have to say!

Conclusion

Most importantly, whatever rules you establish, stick to them. Consistency creates a flow and allows the user to enjoy going through your website, without having to relearn the structure over and over agin. Typography is really important to a website. And when it’s done well, you probably don’t even notice it, because it’s doing its job of guiding you smoothly from one place to the next without making you do all the work.

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Experimental setup and salivary testosterone levels. Participants ( = 243) arrived at the lab at 9:00 a.m., had their hands scanned to take 2D:4D measures, completed an intake survey, and gave a baseline saliva sample (“A”) before application of either T or placebo topical gel. After a 4-h loading period, participants came back to the lab and took part in a battery of behavioral tasks. Three additional saliva samples (“B,” “C,” and “D”) were collected during the experiment, all of which indicated elevated T levels in the treatment group compared to the placebo group. The behavioral tasks reported were the main focus of the study, and took place immediately following the participants’ return the lab in the afternoon (after saliva sample B). Error bars denote s.e.m.

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Participants viewed five pairs of pretested apparel brands in a randomized, counterbalanced order. One brand of each pair was associated with higher social rank than the other (e.g., Calvin Klein, high vs. Levi’s, low). Importantly, perceived social rank difference between the brands in each pair was substantially greater than perceived difference in quality, mitigating the possibility that the latter influenced participants’ preferences in our task (see Fig. and Supplementary Table). Participants indicated the extent to which they preferred one brand relative to the other using 10-point rating scales (Fig.).

Task to assess preference for brands high versus low in social rank and results. Preference task showing the setup and main dependent variable. Mean social rank and quality association ratings of brands pre-classified based on a pretest as high vs. low rank, by main study participants ( = 243); perceived differences in social rank associations between the brands were substantially greater than the difference in perceived quality. Mean preference toward the high (versus low) social rank brands for the two treatment groups (-scored at the pair level). Error bars denote s.e.m. For the corresponding dot plot, see Supplementary Fig.

Full size image

A series of mixed-effects linear models that included random intercepts for participant and brand pair examined the effect of T on brand preferences (with higher ratings indicating greater preference for the high over the low social-rank brands). We found that the T group preferred the brands with higher social rank compared to the placebo group (standardized β  = 0.18, 95% CI = [0.045 0.359], z  = 2.01, p =  0.04; Fig. and Supplementary Table). The effect was robust when controlling for age, mood, treatment expectancy, the 2D:4D digit finger ratio (a proxy of prenatal T exposure), and post-treatment levels of all measured hormones that were unaffected by T treatment.

Additional analyses revealed that participants’ baseline (pre-treatment) T levels were also associated with greater preference for brands with higher social rank ( β  = 0.13, 95% CI = [0.042 0.220], z  = 2.867, p =  0.004; see Supplementary Table; the treatment effects were robust to controlling for baseline T), suggesting that the effect of T is both “activational” (i.e., behavior is influenced by transient changes in T levels) and “dispositional” (i.e., behavior is related to baseline T levels, which are relatively stable when measured within individuals at the same time of day). We found a similar effect for baseline levels of androstenedione ( z  = 2.53, p  < 0.01), a downstream metabolite of testosterone. Levels of androstenedione correlate with testosterone (in our sample r  = 0.44, p  < 0.01), and it has been suggested (by animal studies) to have potent behavioral effects that are similar to those of T (see Supplementary Table).

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» The Tony Robbins Blog » Career Business » How to create your brand identity

It’s who you are and what you value – as a company

Kerry Song

John Durham, CEO of Catalyst SF

KS: Let’s start with the inherent importance of establishing a brand identity . Why is this so critical for any business?

JD: This is the single most important thing you can do, outside of figuring out what your business model is. Your brand identity is a necessary component to helping your business grow. Because your business identity encapsulates what your business stands for. It’s the purpose, the mission, the look, the feel, the tone and the voice of your company. It’s the determinant of how the audience will perceive you. So many people make decisions about the name, the logo and the colors they use so casually. They are forgetting that each of these decisions should come from the brand identity. There is a science and an art to it. And without it, you will have a difficult time really building your business.

KS: So where do you start? A lot of people have an idea of what they want their business to be, but what is the first step to creating a strong brand identity?

JD: You figure out that you want to be in a certain category and you know what type of business you want to establish. Now go look at what else is out there. Look at what other companies in that same category are doing. What are they saying about themselves? What is their look and feel? I always tell clients to “pictures source.” That is, go through magazines and websites and find what they like, what they enjoy and why. Are there certain color schemes? Are there certain logos or slogans? And what do you see that you dislike? This helps you start to capture the tone and feel of your business.

Now that you have the tone and the feel, start to dig a little deeper. Ask yourself what your philosophy is. What do you want your business to be? And how do you go about doing it? This will help you find your voice, and it will enable you to build a quick structure that can start to point you in the right direction towards building your business.

KS: Is it important to look at how your business sits amidst its competitors? Or do you just focus on who you are internally? How much should you let the environment and market space shape who you are?

The aerospace engineering program has the following educational objectives:

Career examples include but are not limited to those shown in the following list. Advanced degrees or certifications may be required for academic or clinical positions.

* Data obtained from the Occupational Information Network (O*NET) under sponsorship of the U.S. Department of Labor/Employment and Training Administration (USDOL/ETA).
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Mechanical and Aerospace Engineering Program | ECG 202 semte@asu.edu | 480-965-2335

What are Accelerated Degrees?
ASU students can accelerate their studies by earning a bachelor’s and a master’s degree in as little as five years, for some programs, or by earning a bachelor’s degree in 2.5 or 3 years. Accelerated bachelors-masters degrees are designed to give high-achieving undergraduate students the opportunity to combine advanced undergraduate coursework with graduate coursework to accelerate graduate degree completion. These programs, featuring the same high-quality curriculum taught by our world-renowned faculty, allow students to obtain both a bachelor's and master's degree in as little as five years. An accelerated bachelor’s degree allows students to choose either a 2.5- or a 3-year path while participating in the same high-quality educational experience if they were pursuing the four-year option. Students can opt to fast track their studies after acceptance into a participating program by connecting with their academic advisor.
What are Concurrent Programs?
Students pursuing concurrent degrees earn two distinct degrees and receive two diplomas. ASU offers students two ways to earn concurrent degrees: by choosing a predetermined combination or creating their own combination. Predetermined combinations have a single admissions application and one easy to follow major map. To add a concurrent degree to your existing degree, work with your academic advisor. Either way, concurrent degrees allow students to pursue their own personal or professional interests.
What are Joint Programs?
Joint programs, or jointly conferred degrees, are offered by more than one college and provide opportunities for students to take advantage of the academic strengths of two academic units. Upon graduation, students are awarded one degree and one diploma conferred by two colleges.
What constitutes a New Program?
ASU adds new programs to Degree Search frequently. Come back often and look for the “New Programs” option.
What are Online Programs?
ASU Online offers programs in an entirely online format with multiple enrollment sessions throughout the year. See http://asuonline.asu.edu/ for more information.
What is the Western Undergraduate Exchange (WUE)?
The Western Undergraduate Exchange (WUE) is a program in which residents of western states (other than Arizona) may be eligible for reduced nonresident tuition. See more information and eligibility requirements on the Western Undergraduate Exchange (WUE) program.
Students from western states who select this major may be eligible for a reduced nonresident tuition rate of 150 percent of Arizona resident tuition plus all applicable fees. See more information and eligibility requirements on the Western Undergraduate Exchange (WUE) program Web site .
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A minor is an approved, coherent focus of academic study in a single discipline, other than the student's major, involving substantially fewer hours of credit than a corresponding major. Certain major and minor combinations may be deemed inappropriate either by the college or department of the major or minor.
This is only the first required math course. This program may contain additional math courses; See Major Map for details.
The level of intensity represents a measure of the number and academic rigor of math courses required.
The level of intensity represents a measure of the number and academic rigor of math courses required. Courses included in the General level: MAT 142
The level of intensity represents a measure of the number and academic rigor of math courses required. Courses included in the Moderate level: MAT 117, MAT 119, MAT 170, MAT 210, SOS 101, CPI 200
The level of intensity represents a measure of the number and academic rigor of math courses required. Courses included in the Substantial level: MAT 251, MAT 265. MAT 266, MAT 267, MAT 270, MAT 271, MAT 272, MAT 274, MAT 275
Students pursuing concurrent degrees earn two distinct degrees and receive two diplomas. ASU offers students two ways to earn concurrent degrees: by choosing a predetermined combination or creating their own combination. Predetermined combinations have a single admissions application and one easy to follow major map. To add a concurrent degree to your existing degree, work with your academic advisor. Either way, concurrent degrees allow students to pursue their own personal or professional interests.
Concurrent degree programs are specially designed academic programs which provide high-achieving undergraduate students the opportunity to complete two distinct but complementary bachelor degrees at the same time. Students must meet minimum admissions standards for both programs and be accepted individually by both colleges offering the concurrent program.
Concurrent degree programs are specially designed academic programs which provide high-achieving graduate students the opportunity to complete two distinct but complementary graduate degrees at the same time. Students must meet minimum admissions standards for both programs and be accepted individually by both colleges offering the concurrent program.
The accelerated bachelor's and master's degrees are designed by the academic programs to provide selected high-achieving undergraduate students with the opportunity to combine advanced undergraduate coursework with graduate coursework and accelerate graduate degree completion. These programs allow accelerated students to obtain a bachelor's and master's degree within five years. Accelerated programs are not offered at Lake Havasu.
The accelerated bachelor's and master's degrees are designed by the academic programs to provide selected high-achieving students with the opportunity to combine advanced undergraduate coursework with graduate coursework and accelerate graduate degree completion. These programs allow accelerated students to obtain a bachelor's and master's degree within five years. Accelerated programs are not offered at Lake Havasu.
A rolling deadline means that applications will continue to be reviewed on a regular basis until the semester begins. International students should be mindful of visa deadlines to ensure there is time to produce necessary visa documents. Applicants are encouraged to complete and submit application materials as soon as possible for consideration.
A final deadline means that all applications and application materials must be received by Graduate Admissions by the deadline date. Applications that are incomplete may not be considered after the final deadline. Applications that are submitted past the final deadline may not be considered.
A priority deadline means that applications submitted and completed before the priority deadline will receive priority consideration. Applications submitted after the priority deadlines will be reviewed in the order in which they were completed and on a space available basis. An application is complete after all materials are received by Graduate Admissions.
All ASU graduate and undergraduate academic programs are fully accredited by the North Central Association Higher Learning Commission. Many programs also have additional accreditation through specialized accrediting agencies.

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