Visual and Communicative Aspect of Using Font Sets in Printed Media

In the article, the author investigates the visual and communicative aspects of font fonts usage in print media and clarifies the impact of specific fonts on information perception, features, and characteristics. It has been found that the art of choosing fonts is the ability to differentiate text material according to the printing purpose. To better understand the text, you need to place characters, balance them with spaces, and generally select fonts. Thorough research at all stages of typography development is increasingly becoming the scientific research object, but scholars usually use data on Latin fonts, while the Cyrillic alphabet is ignored in their research. It is emphasized that typography is used not only in printed materials but also in multimedia publications, advertising, mass media, etc. The main characteristics of the correct typography use in print media include ease, speed, compliance of the headset to the content, readability, and aesthetic component. It has been found that the print media fonts are used to highlight part or all of the material, headlines design. All fonts can be divided into groups: text, highlight, and title. But there are cases when one font performs all these tasks. For newspaper texts, the direct light typeface is usually used. It is characterized that an important element of the print media to attract the recipients’ attention is the headlines design. Most newspaper headlines usually have a single line, but there are also multi-line headlines. The multi-line title, printed in large font, takes up a lot of space on the page and forms a dark spot. The multi-line headings usage makes it difficult to supplement the text with subheadings, headings, etc. The typography of Ukrainian newspaper editions is considered in the example of the daily newspaper «Day», in particular, the font content is analyzed: this edition is small, as it uses two fonts – Schoolbook and Pragmatica. It is concluded that fonts are a complex and high-quality product of the designer’s work. At each stage of product creation, it is necessary to balance the proportions, scale, and shape, taking into account the unity of elements, rhythms, and stylistic characteristics