Day 12- Emotional Typography 100 Days Challenge

Take your notepad, pens, be ready. And also please go to your attendance and mark your attendance, please, so that you get points. Yes, please go and mark it out. You will get a lot of points as well. As we are getting ready for the live. Just a second. Yes, I wanted to just understand whether are we going live? Yes, we are live. Thank you so much, guys. Thank you for attending. Please switch on your camera. I want everybody to switch on your camera and just a second. I am not sure why it is not coming like this. Okay, can you, can you see your YouTube live? Is it coming? Okay, cool. No problem. Fine. So you can able to hear me right now, guys, Confirm me. Confirm my. Because there is some instability in the Internet. I'm not sure what. What is the reason it's happening. It's fine, right? Yeah, we can hear you. Yes, sir. Okay, fine. Okay guys, welcome to this day 12 of the skill booster session. Today we have something very interesting question. One of our students asked this question, okay. In fact that question is typ face selection and how you can create a very good type selection. Particularly when you have an emotional inclination towards selecting that. In fact, a lot of people have a big time problem here. And this goes with the saying like you need to be artist to choose what kind of a font it is. Or maybe some people other end they say, okay, you just randomly choose some font and then you put it. There is no process to do it, right? Whatever my library has, I will put that same typeface and font and everything and then I will create it. Okay, first let us understand all these things and misconceptions today. That is the reason we have taken this topic. Okay, so choosing typeface based on emotions and key typography, terminologies Also we are going to see and particularly how with the technical industry, technology industry and e commerce industry, how this is prevalently been applied. That's what we have to understand. Because if you are working in a different industry, like let's say healthcare, like let's say editorial, design industries, magazine print, and if you're working in some kind of what you call technical journal writing, the requirement of the typeface and the knowledge what you have will be very different compared to a product design field. That is the very, very first thing which you have to note it down. Okay? So think about what is your industry. Think about why it is very important for you to first understand. Okay, let. Let me open my screen and share it. But first of all I wanted to just clarify this information because typeface, according to me, it's actually called Life face. That means your designs will have the life only when right typeface is choose. Have you seen many portfolio and resume which will lose its importance because of the wrong choice of the typeface and all? So who doesn't know typeface completely? Jagdish, I don't know anything in typeface. Can you go to the YouTube channel and type out? No, absolutely no. Jagdish, I don't know anything. Jagdish, can you just, can you just help me out from the beginning? Is anybody like that? Type idk. That means I don't know. Let me see. It's fine guys, the more idk I get the detail I'll be able to teach this topic. Come on. Type out of the chat in the YouTube. I request you to the chat. Okay? Yeah, I hope my chat is visible right for everybody. Can you confirm me guys, can you go to the chat Chat box? If you know a little, that's okay, you can tell I know a little, maybe that's okay. But if you don't know anything, I don't know Idk Type IDK in the chat box. Guys, I'm not able to see anything. Am I live Internet? Please give me a heads up. Punish. Muthu, that's okay, you can tell I know. Okay, okay, okay, I know the basics. Okay, what about others? Guys, only one person is typing it out. Okay? Shantilal. I know. Okay, okay fine, no problem. And punish. I know just a little. Okay, okay, no problem. Little I don't know. Okay, that's good. Okay, I know. Okay, I know. Okay fine, no problem. Guys, even if you know this is going to be a little advanced version also which I'm going to teach you, okay? Because lot of people have a little basics here. That is totally fine. Oh sorry, I did not put in the recording. Okay, welcome to this day 12 of the skill booster session guys. It's also getting live streamed. That's good. Okay, so a lot of people have typed that you know little about typhus. You know a little but not very depth, right? Okay, so people who know a little, it's good that you're having some advantage. But people even who don't know they're watching for the first time. Totally fine. Because I'm going to teach you something which is completely classical knowledge. What is the emotion which is coming and playing and choosing this typeface. Why certain typeface are preferred by the brand? Always. Have you seen Volkswagen brand? They always prefer Futura. Have you seen their brand? They always prefer this Futura font. Okay. And Apple they Have invented their own font, Apple Sans. They have. They have designed their own typeface and they're using it across their website. Watch iOS, iPad, all the medium seamlessly responsive typefaces which is web based as well as app based. Okay, so certain industries has that capability to innovate. But not lot, but not all. It depends on the context and the usage. Let's say if it is a very small startup, it's a very small brand. They won't be able to build their typist. They have to borrow typus from the other place. Any idea how many types are there across the world? Guys, can you type out in the chat how many typhus are there according to you? Why it is not coming to me exactly how I'm thinking. Okay, how many typhus are there guys, according to you? Come on, how many typhus are there? 50,000 plus lakhs. That's correct. More than lakhs of typeface is there guys, more than 50,000 1 lakh typefaces is there. There are typeface families, there are individual typefaces. So we cannot possibly go and learn everything. But what we can do is we can start with something. We can get to know what is really happening. Let me also what you call, let me also share some screen now and you can understand. Okay, so yesterday we were seeing the project explanation, it builds. Before that you're seeing visual design, design process, all these things is okay, okay, so now we are going to see typeface. Okay, emotionally choosing the typeface. First of all let me make it in a very very simple statement guys. Choosing a typeface will actually create an emotional impact. And the technical precision also depends a lot. Have you seen certain brands? If you see that brand without that typeface you will feel like very, very ugly. You will feel like as if it is very non, what you call very cheap brand or something like that. Have you seen? And many brands have lost their brand value because of not choosing the right typeface. This is a big time problem and there is a art and science to do it. There are classifications of typeface which is like serif based, sans based, sans serif based. Also there are typeface which is for decorative purpose. There are typeface which is for ornamental purpose. There are typeface for only keeping it in block printers. And there are typeface which is used in a very classical way. Like there is no offset printer available. But they do it only on the hand, but they follow certain rules. There are a lot of technical terminologies available like kerning, spacing, lettering, heading, tracking. So it's fine. If you learn all these things, that's good. But there is a big emotional factor beyond all these things. That is what I'm trying to explain you in this class. The reason why I'm telling you is even though when you have a rational method in front of you, even though you have a good approach towards like let's say you have a rational why this typeface is being used and all, but there is something which will come intuitively also why this kind of a rounded typeface very much suitable for a brand like this. Like let's say you are building your own brand. Let's assume. Okay, like let's say Punish, Punish wants to build his own logo, Punish wants to build his own choose his typeface from the typeface family. So because he's building portfolio, he's building Resume, he's building LinkedIn profile, he's also starting another personal website for him where he's put some projects and blog. So he's trying to bring the font across all these platforms. So what Punish will do, Punish will think about his character, Punish will think about his personality. Okay, what kind of a personal I am, I am very emotional person. Like let's say if I am very logical person, if I am more logical person, I can able to choose very, very strict kind of a typeface. Like let's say sharp edges, a very good kerning, spacing and a tracking available typeface. I would choose some font which is more classical in nature, which is more timeless. But if I'm a more edgy guy, I will not go with this kind of a typeface. I will go with more round edges, I'll go with more of what you call Astra based typefaces. I will go more of Poppins based typefaces. So maybe I'll go with a ultra futuristic typeface like Futura. So your emotional, your personality, your character is majorly dependent on the typeface. What you choose same you will do for your client as well. Same you will do for your customer as well. Okay, so remember this point, any which ways the skill, what I'm what we are going to cover is going to give you an idea. But the emotional part you can only learn by applying it on yourself and checking it out. Okay? Okay. So understanding the typeface role in emotion and readability, first of all, let me tell you guys, it provokes your emotion, it influences your design trust. This is very, very important design trust. And the key elements, what I would like to say is cunning is actually the space between the two letters. Okay? So Letting is the line, the space between the lines, what you have. Don't worry, I'll tell you all these things very neatly. No problem. Okay. And readability, space, leading, tracking, everything is available. So why typeface selection is very critical. Particularly the readability is the major factor. What I would like to say because 1 or 2% of the people in the globe, across the globe are defaultly having readability problem. They have one or the other way visual blindness problem. Visual blindness is completely not blind. They have some color correction problem, they have some long sightedness and short sightedness. See in this call itself how many people are wearing specs. So you have to understand that. So a lot of people have a different different problems when it comes to eyesight. That's why the global average is taken as 1 to 2 percentage people any which way have problem in readability. So how do you cater to the big market? So you have to think about your trip face in a more functional way. Also, how can it be readable even from a long distance? Let's say if you're designing a name board, let's say if you're designing a, what you call a navigation board for a railway station, okay? Where in railway station hundreds and hundreds of people will be there. Even when people are seeing from a longer distance, they have to see the map, they have to see the typeface, what you've written, right? They should not get confused. You should not use ornamental typeface or something like that. And even people who are aged, they should be able to use it, right? Because in all age people come into the railway station and they interact with the name boards and signs and everything. So it is very vital to understand this parameter before you choose anything. Okay? So it engages you emotionally, right? Font helps you feel connected with a brand and it increases the readability. Kerning and tracking ensures easy to read the content and professionally. It is helping you in communicating very, very seamlessly. Okay? And also typeface maintains a clear clarity. In E commerce and healthcare particularly, I would take healthcare. The reason being I'm a healthcare designer, I know the importance of readability. If we are designing a ventilator or any other device, the interface needs to be so clear. If the doctor is not able to read it properly, what happens? He will misinterpret the reading and then he will choose a different input and that patient will die. Already is in a very bad state coming into the ventilator. If your choice of typeface is not correct, you will go into a terrible problem. Think about it, guys. I am telling you Something very, very important. You need to understand this factor, okay? That is the reason these kind of things are not easily grantedly taken. You should understand there are deep meaning towards why we are choosing this, okay? And there are misconceptions. Let me tell you guys, people think it's only for look and feel good. No, a lot of people think technical terms doesn't matter. No, it matters a lot. That is the reason we are covering that. Okay? So this misconception needs to go away. So what are the key techniques to do it? First of all, let me take emotional goals and typography. Identify the emotional tool professional playful model. So I already told you this point. First of all, when you are designing some typeface or if you want to choose something, please make it emotional. Understand what kind of an emotional you wanted to emit. Like let's say your brand is a sports, it needs to be more dynamic. The way in which you choose a typeface for that brand should be more dynamic, okay? If it's a brand for spirituality, let's say if you're designing for some temple, mosque, church or something, it needs to have that tranquility, that balance, right? So you need to choose some typeface which is not very vibrant, which is not more energetic, which is more subtle in nature, more calm, okay? So think about it. So this emotional factors plays a lot. And also you need to understand which works good. Like let's say, are you putting a paragraph? Are you putting one word? Are you putting a lot of text and sentences? So choose based on that context. If you're writing a magazine about it, then choose typefaces accordingly. You can use Times New Roman, you can use Calibri. So these are all like readable fonts. Like let's say if you, if you put in paragraphs, also you can able to read it very well. If you're choosing Futura, it becomes a problem. Futura is good for headings. Future has a very good, well established kerning space you can able to use for capital letter headings and even small letters you can use. But for one or two words it's okay, good. But for sentences, Futura will not work good. You cannot concise a lot of paragraphs inside a small textbook or text note or editorial design, whatever you're doing. So read about all the fonts and the history. Guys go to Google Fonts. Google Fonts is a great material available free of cost. You can go there, you can go to Adobe Fonts. Adobe Parts may be little expensive, but you can start with Google Fonts. Ideally, what Happens is in Google fonts. You have more than 28,000 to 30,000 fonts available for you. You can start mingling and take some interesting elements and try to understand the history of it. Lot of people might not know this. You can study about the little history also about the type face and try to connect those emotion with the brand. What you have, this is the only way to match it. Guys, there is no. There is no. What you call. There is no formula way to do it. The emotion is what resonates with the brand and the typeface. What you emit has to match functionality is to be parallel taken care whether it has a sufficient space, kerning, spacing so people has to read it from a longer distance. Whether it's functional and on top of it you choose the colors, graphics, whatever on. On making it even more better. Okay, so what is this terminology about kerning? This is a space between individual letter guys. That's called kerning. Okay? Space between. Can you see this icon? This is how it is, okay? The distance between the K and E. The distance between the E and R. This is actually called kerning. Okay? And next tracking space between all characters in the text block. Like let's say the. The distance from the T to G. Whatever distance is there. It's called tracking. When you enlarge it. If you seen in the Adobe Illustrator or Photoshop. I don't know in Photoshop it's not there. In Illustrator it is there. You can also increase the track. You can also increase the track between the words. One, one word. Okay? So thereby you also elaborate a meaning towards it. If you stretch it, that conveys a different meaning. If you keep it squeezed, it conveys a different meaning. Okay? If you wanted to have. I mean if you are having some space constraint, if you're concising it for some reason, you can use this mix and match wherever it's required. Apart from emotional reason, sometimes due to the space constraint reason also you have to play with this typefaces in a different way. Like let's say if you're designing some guide, user guide where you don't have much space, okay? Where you don't have much space. Where you have to concise certain letters and characters in a very shorter way. In those case you can play around with this, okay? Right now every software is very intuitive, guys. All of the options are available right side when you just go and click your typeface. Whether you take Illustrator, whether you take Canva, even in the ppd. Now this tracking and everything is coming. So think about it. So that kind of a flexibility is now available for everybody to choose. Previously it was like only designer used to use this, right? But now it's not like that. Leading vertical space between text lines. Like let's say if I'm having a paragraph, imagine. Okay, okay, imagine. So there is a space available, right? Look at this. Sufficient space is there, right? If you give more space, it will look very ugly. If you look cramped, if you make it very cramped, it will convey a different meaning. It will come convey a very crampy. Like you won't feel very comfortable to read it. So a sufficient gap should be given for both of these lines. Then and only you will be able to see what is exactly the content available and how people can read it. Ultimately it's very important, right? Ultimately if you are not having this information, people will not be able to read it properly. What you're trying to say, are you guys understanding what I'm. What I'm bringing? Okay, like let's say. Oh, just a second. I'm opening one now. Okay, you remember we took one poster for that day. I'm just taking the same poster so that you guys can understand little better. Okay, Listen to it. Okay, like let's say if I'm having this. Can you see here line spacing. Can you see something happening here? What is this? This is exactly called leading. Okay, Screen is. Okay, fine. This is called spacing. If I give lot of spacing, it becomes a big problem. That is why you need to keep it in a very neutral way. Okay. For headings, to a certain extent we can do like let's say if you're keeping this as a capital letter, perhaps this works better. Okay, maybe this works little better. If you're using a. See. So based on the typhus and the nature, what you exhibit, what you exhibit matters a lot. So how you wanted to use it, it's totally up to you. Based on the brand you wanted to emit the emotion. But remember this, technical terminologies, there is something called lettering. Overall style. Sorry guys, one second. Okay, so overall style and design of the typ face letters. Okay, so how you wanted to let. How you wanted to keep that style, how you wanted to design that particular paragraph or sentence. And that is exactly called lettering. Lot of terminologies is there like let's say ascenders, descenders. And there is something called. I forgot the name. Exactly. If. If a letter is going beyond the ascender, there is something. There is a terminology which I exactly forgot. Now when it goes beyond a descender, it Conveys a different meaning. So when you take a character, a typeface, there is something called baseline. When you have that baseline in front of you, anything which goes above that baseline is called ascendance. Anything which goes beyond is called descenders. The reason why they have that thing is if they are constructing a new typeface, designing a new typeface, these things matters a lot because there are dimensions, there are spacings available to create this. Like, let's say if you want more of a cursive letters, a very decorative kind of a typeface, then people will talk more about descenders. The descenders will be large, Ascenders will be okay, little bit. But if you're using capital letters, there is no talk about ascenders and descenders. It's only a baseline. That's it. Okay, so think about it. So these are all the things which is available as a typeface, terminologies and everything. But you can go very deep into it and learn it. But for now, this much basics is enough for you guys. Okay? Yeah. I think I told you this. Ascend us, understand us. Okay? A part of the letter extending the X line, a part of the letter which is extending the baseline. That is very simple. Okay? It's fairly direct. It's not a very difficult terminology to understand. Okay. And there is something called matching. Okay, Jagdish. I have a different, different typeface. I have a different, different paragraphs in my work. But how will I match this? Like, let's say my heading, my paragraph, my subtext, my call to action, my content, Everything is very, very different. Should I put it at same typeface? It's up to you. I have some numbers also. What kind of a typeface should I put? It's up to you. You can put same. But ideally, if you're using a typeface which is a mixer of two or three, you need to be very aware. You need to have a little consciousness. Okay, so you guys tell me what you guys think. You can also open the mic and talk, no problem. How will you normally match the font? Can anybody open the mic and tell me? Everybody's given a permission now. Muktu punish Faisal Hasnain. Come on, tell me guys. How will you normally choose when it comes to pairing the typeface? Come on, come on, guys. See, ultimately you have to answer there only it makes a sense. Because if I'm only teaching on the other side, even it doesn't make big sense. I normally use same fund for everything, Monster for everything. Thank you for being very honest. You use monster hut for Everything assume presentation. Good, good, good, good, good. That's, that's totally fine. That's what I want. See, that's, that's the reality with people, guys. They don't exactly understand using this tell me. And sir, I give a prompt to chat GPT what emotions I want, what type of emotions or font I want. And so they give me the names and also suggest me the font pairing. So I test them one by one. That's also mostly I like one of the font pairs from them. Okay, so see, AI method, you can able to use it fast. So today I'm going to teach you some AI method also how you can able to font pad. See, font padding is very vital. The reason being if you're choosing very different types for your heading, your paragraph and everything, it looks very ugly. So you need to have some kind of connection between this. There needs to be some connectivity. If it, if it is very different, it feels so awkward. People will not be able to engage with the content. Like let's say if your heading is something like very different, let's say Montserrat, you're putting. And then you're putting. Like let's say. See, I'm creating this, I'm creating a very stylistic language here. Let's say if I'm putting. Do you think it's okay? Do you think it's okay? Do you think it's even readable for paragraph, you should not use this kind of thing. So, so you need to understand maybe for this I can try. See, this is also not really good. In fact. Okay, see, somewhat is better, right? Somewhat is better. So the reason is you need to choose Typhus based on what is your requirement? See, I'll just go with the normal Roboto. Okay, fine, I'll go with the Roboto. So now it looks a little bit, right? So you should know where to use decorative fonts, where to use serif and sans serif. So ultimately that confusion comes means your readability misses out and people will not be able to understand anything if you do it. Okay. And okay, Jagdish. I don't know whether this font and this font really talks to each other. Is there any interaction between these two guys? I really wanted to know how it really works. So there are many AI tools which can able to help you. Font pairing is okay, so before that let me tell you. So choose font based on the technical or e commerce need. Like let's say if it's a technology based industries, technical based industries, you could majorly use Roboto Times New Roman Calibri Helvetica. In fact, Helvetica is one of the great fonts, okay? Helvetica. In fact, if you don't know anything, you can use Helvetica. Helvetica is like a paracetamol tablet. No fever, cold, stomach ache, whatever we have, we put paracetamol, right? If you don't know which font to use, you can put Helvetica. It will definitely fit because that is a lifesaver. Okay? Roboto is also good. Railway is also good. And particularly a font like Helvetica. It creates a great trust. Have you. Have you ever felt that energy while you're choosing the typeface? When you use Helvetica, when you use certain things like Times New Roman. So that creates a huge trust, guys. So people who are using Times New Roman in their brand, like, let's say if they're using some kind of a. I'll show some experts. Can you see my image? Can you see my screen? See, particularly I like this brand. Louis Phil. See, when you see this, you get a trust, right? They are more capital, they are more sharp, they are more professional. And you feel like this is actually some brand. It's not a joke. It's not a very joke brand or something. Like they are fake or something. So the way in which you choose the typeface, the way in which you space the kerning and then the way you keep the tracking everything matters a lot. If you squeeze it too much, it conveys a different meaning. Have you seen many brand they have also squeezed. Have you ch. Have you seen many brand they have also squeezed like anything. Can you see? This is how the real time poster will be for Louis Phil, right? They are more professional brand. They are not selling some sports wear or something like that. They're more like suit a professional. What you call pant and shoes and waist coat, everything. They have very, very special, okay? And look at the choice of the typeface. Same like that when you choose something like. Like let's say Alan Soli. Look at this. They're little semi casual. They. They also choose some semi casual. They also choose formal, but they still are more professional brand. Like, look at this, okay? And also this has been taken from some special material. I don't know that I read somewhere long back there is a reason why this symbol is there. Okay? So that's the reason they wanted to communicate that same message for this. Like let's say if you take. I'll take on global brand. Look at this. More dynamic, right? More like A splashy kind of a typeface, more edgy, trendy. This is like a lifestyle brand. Okay, so think about it. This is like more of a lifestyle brand. Look at this. The way in which the angle is kept, the way in which the H is chosen. I don't know whether it's a specific type, but they have taken their own typeface to do it. It's totally fine. They have their own freedom to go and exhibit whatever they want. Right? So that's for H and M. And when you take something like Apple. Take Apple, look at this. Apple has their own typeface. Earlier they were having this, I think long back, and even in 90s and 85 they had this typeface. But right now they have created their own typeface which is more established, equivalent to Helvetica, I would say, because I was personally liking that. It was really good. Okay, like let's say when you take something like, we'll go for any professional brand. Can you tell me any professional brand. Very, very professional and playful as well. In the nature. We'll take Ferrari. Look at this. Can you see something here? Can you see why this R is being kept like this? So can you tell me why it is chosen serif based? See, serif means it has a legs, okay. It has a very classical look and feel. Why it has been chosen as a service? Somebody tell me. Yes, exactly. Good, good. Superb. So can you tell me why it is exactly given serif based, not sans sports. Huh? Because of sports. This is a very classical brand here. It's a 100 year old brand. People has to create that kind of a mood and. Yeah, classical. Good. Thank you, Ashton. Good, good, good. So the reason is they are more classical in nature. They wanted to communicate the brand in a way which is showing that classic nature. So for that, like let's say if I use Game of Thrones, how many of you have watched this series? Can you see? I cannot imagine with a sans serif for this. I cannot imagine a decorative font for this. I cannot imagine a very, what you call stylistic font for this. So this is more of a Thrones like a legacy, like a classic. Right? So based on that emotion, what you think for a particular deed, you have to bring that, like let's say type is for Nike. Look at this, look at this. Wonderful, right? In fact, they have some lot of brand guidelines also inside it to read how the Nike typeface could look like, how the knife typeface could be inclined and how they have some characteristic towards it. So they have also determined what kind of a Kerning, spacing, lettering. Should I keep for my banners, for my T shirts, for my brand, for my letterheads, for my booklets. So everything is based on the initial choice of the material, what they choose. Look at this. Slowly they have put the typeface in a more inclined way. The moment when you put inclined, it becomes dynamic. Look at the tick. So everything is very well aligned, guys. So the reason why I'm showing you this example is based on the industry. What you have, you have to choose whether you want to choose latto, whether you want to choose. Readability is better in the font. So think about this. E commerce industries people are viewing it in the mobile app and everything. So go to this website called Google Font. Okay? You can go to this guys and type out whatever typeface you want and read about it. Like let's say if you wanted to know about Helvetica, it's free of cost guys, available for everybody, okay? Oh, it's not coming lat. Look at this. You can understand what is this type face about. You can see how the thin letters, italic letters, thick letters look like and how the bold letters look like. And you can also go to the type tester if you wanted to see some kind of a type face in Latin. How does it look like? You can, you can even adjust the size of it. You can also increase the color. You can italize whatever you want you can do and see how it works, how it works in regular, how it works in italic. So think about what are the possibilities available right now in front of you. It is there. Okay. If it's used for a glypse. I'm not sure what is this exactly, but this is predominantly used for this Latin lower cases and all. But I don't know the practical application for some manuscripts they use it. But yeah, so you can able to try and use it if it is really relevant for you. Okay. And read about this font majorly. I wanted you to tell understand the type tester and test it out with whatever requirement you have and have a preview once you're okay. Then think about licensing and usage of it. Okay? Latto means summer in Polish. It is a sans serif typeface family started in Summer of 2010 by Warsaw based designer Lucas Dies Dick. I don't know. Originally conceived as a part of a corporate identity for a large client. See. So read about this history a little bit and how much people are using it across the globe. Can you see 8.05 billion people? I mean number of times this font has been used in the last week latter is featured in more than 22.6 billion website. That means it's predominantly used. It's like well established. You don't have to even break your head much. Okay. In United States, in Brazil, in Spain, in Italy. Let's say if your client is from Italy, you can also tell your client, hey, see latto is predominantly used for your country here. And that's why I choose for your brand like this. Let's say if your client is Brazil, you can quote this. So think about how you can able to also justify what are the reason you have for this. This is a beautiful way how we can able to bring out guys go to Google fonts, you can get it. Okay, there is something called Font Joy. How many of you don't know this? One of the beautiful AI software. Okay, can you see in the left hand side something is there. Montserrat Lora. If you want to understand which typeface family really works like let's say you have a different typeface, you have a different idea. But you wanted to understand whether my typeface will really match the choice what I have. You don't have to do anything. You just have to click this generate button and just wait. This Font Joy will produce you some output. Which is the most successful proven font paddings which is there across the globe. I would say if you are a beginner, just copy and do it. See here they are saying Fire Sands and Chivo is looking good. Superb. Just use it. That's it. If you don't have that in your types, you can also try to generate something. See Arsenal, Roboto Play Ball Valeria Fire sans Kavun. Okay, more similarity. So I would like to have more similar font. You can adjust the scroll if you want to have something like a more high contrast. I want something like the heading should be different, typeface should be different. See, they've used a paragraph as a serif and they've used this San serif. See? Completely not matching. Right? So you can keep the scroll little up and then you can click Generate. See. Okay, generate. So automatically the proven typefaces will come in front of you. Okay. Jagdish. I wanted to see it in the black and white mode. I mean the light mode, it looks right better. So you can choose in your document how you wanted to view it and then you can choice it from here. Okay, this is to take out like let's say if you click Verila, you can go to the Verila and read about it. See, it will automatically redirect it to the Google font only. You want to read about this overpass, you can click and go to this typeface and read about it. Okay. But ultimately like let's say if you want to change anything, okay. If you want to choose any kind of a thing, you can click this arrow mark. Can you see this fine tuning button? You can click this. Okay. If you wanted to lock it, you don't want to use it, you can able to create a lock here. If you want to unlock it, you can do it. So it's a very simple interface. You can try to play around with it. Okay. Okay. It is about typeface padding. Okay, cool. Sorry. Like let's say if you're going here Loran Montserrat, let's keep that. See Montserrat. Okay, so I want something like a rounded edge. Montserrat alternates 600. I'll keep this. See, look at my heading. Let me go and use the Lora also in a way little rounded or maybe I wanted a little something like more established. See, this typeface really works. Right? See now just go to your typeface in your software. Whatever you're using, use this Montserrat alternates Nunito and just apply it. That's it. If you're not liking it, maybe you can go and change this bar and try it out. Okay, I'm not sure. There is something called GitHub which is a free resource you can able to go and find out and there is a basic information available here how the font padding works. Font padding in design font padding. With some machine learning what happens is you can do it on your own also, but you can use it with the power of machine learning also. That is what you're going to. That's what you're seeing now. These are all very well proven AI based generated pairings. This pair works really better compared to any other pair. Okay, so I you remember guys, I also told you about the baseline. These two lines is called the baseline. Okay. Anything which goes above this F goes above the I goes about right. It is called ascenders. Anything which goes beyond below like the P is not called descenders. Okay, so think about it. I just wanted to highlight you look at this and read this article. Guys, I'm just copy pasting this. This is a very good resource which you can use for type padding and other things. Okay, I'm just pasting it in the YouTube live so that everybody can able to take the advantage. Cool. Yes. Okay. Hi, welcome Nishit Malvia. Because it's not a serious brand, but they wanted to be playful, classy. Okay. I don't know. I missed your conversation, but thank you so much. Great, great, great. Okay, so. So the point here is why we are doing all these things is to make sure we have a very good consistency in our presentation. We need to have a very good feel for the user to get connected. If it feels very different, guys, what happens, you will have much confusion in connecting with that audience, in connecting with that brand. And then automatically you lose the flow. Got it? So now you guys should have got some clarity. It's why it is choosing the 5 phase is very, very, very, very important. So type out in the chat if you understood this Type out in the chat if you understood what we are trying to say. Can you type in the chat? Let me understand first. How are you guys getting? If any doubts is there, you can able to quote me because the next few minutes we are ending this call. Yes, yes, yes. Thank you guys. Thank you. Thank you. Let me also see the about Ferrari. Okay, that's great. Nishit. Cool. And yes sir. Yes. Tilagar. Yes, yes, yes, yes. Clear understanding of font pairing. That's good. That's good. Great guys. So matching is very important. And I also showed you certain live demo also. No problem. You can able to try it out. Okay. In Canva I tried it but you can use it with anything, guys. In font padding also I tried to do it with font Joy. You can try it out. Okay. You can use Adobe fonts also to do it, but it takes little time. Please go and try it out on your own. Okay? Because in this 30 minutes call, I cannot do anything. In fact we have gone little beyond 30 minutes. See how much time it is taking. You can very well go to the YouTube channel, guys. And my. There is a playlist called Typeface Basics seven part video I've recorded. Please go and watch it. Very important. In fact I would say we have gotten little bit detail also there. You can do it right away. After this call it's available free of cost. You can go to the YouTube channel and watch it out. Okay? In fact I've suggested a lot of AI tools also there. So what happens neurologically when you choose the right typefaces? First of all, your cognitive fluency will come most, most important guys, a well spaced font reduces your cognitive load. That is why it is so vital. And you are getting more sensitive towards choosing that. Don't choose random typefaces like I'll. I'll use poppins, I'll use Montserrat, don't be like that guy. Please have a little consciousness towards doing it, okay? And also think about this emotional aspect because serif fonts evoke tradition and sans serif based feels you little modern. So think about that and understand it, okay? And let me also give you some more interesting stat. See type people who use this typeface to create more trust, they increase the leg. The legible typeface increases their trust by 28%. I gave you an example of. I gave you the example of Louis Phil, right? I gave you the example of Apple. I gave you the example of why certain. Let me like let's say when you take banking, very very good example. Banking trust is very important, right? They don't use any style font and all. Have you seen any bank using very decorative font and all because they want to establish the trust. That's the reason, okay? And they wanted to. They want to improve their engagement. So optimize to typeface boost your engagement by up to 21 percentage very important and faster processing typeface which has a very clear processing as 30 percentage more faster guys. So think about it, it is not a joke. Everybody who is having this clarity on why certain typeface is being used like this, they will have a much more inclination towards bringing it better. Guys, that's the reason why I'm stressing out this point, okay? And there are many AI tools you can able to leverage it like let's say font padding. You can use something like a kerning. See, I showed, I told you this font joy, right? You can try with any other font as well. Okay? It suggested you some technical pairings and. And definition and the reason why it is done. And it also suggests you how we can able to modify. Just now I showed you how we can modify that with the response and all, okay? And you can use something called kern type game practice kerning with an interactive game. I showed you live in Canva. But you can try it out with other softwares as well. Okay? So you can note it down guys. You can try it out on your free time when you are available. Because you need to use this machine learning software to understand how pairing really works. Because you cannot generate a model something like this. Like let's say just a second, maybe I'll share again just a second. Look, you cannot have this much of possibility. Like let's say I'll put how it works. See, you cannot read this much of type phase and create a graphical representation and choose which combination really works good and produce output. It would take months for you to do that. That is why you have to use those AI tools carefully to understand the psychology behind it. Go and read about Montserrat, go and read about the latto and understand how it can able to pair and then bring out the best for your typeface, for your letters and everything. In fact, if you wanted to use maybe I can able to show some screen snaps. You can understand little better. Okay, yeah, I'll choose this image because normally I take very detailed class inside my program, but anyway, I'm just showing you some Google image. Okay, so a lot of people don't know this X height, right? What is the standard baseline? I just told you. And you can see there is something called descenders, There is something called ascenders. Can you see here terminal. That end is called actually called terminal. Okay, the terminal is very important. See in the block, in the block printing industry, this is not very, very prevalent because of which you have to separately manufacture a die. If you're using this 18th century, 19th century block printing. After that people started putting it in a digital way. That is the reason this terminals and all came earlier. It was there, but it went again. It came because the digitalization has become more. After this 1950s and 60s, people started seeing web pawns, people founded, people started seeing these digital fonts. Okay, so that's the reason. And also you can remember this descender, ascender, terminal, that's more important. Guys, you don't have to memorize all these things. Don't be a school college guy to memorize everything. You don't need that. Just be conscious towards choosing the typeface and understand. Can you type out in the chat what typeface it is, whether it's serif or sans serif. Just now we have seen. I just wanted to recap and understand. Are you guys getting it or not? Are you guys getting it? Type out in the chat? Yes, yes, yes. Thank you so much guys. Thank you so much. Thank you so much. Good, good, good. I hope people are getting clarity. Thank you, Hasnain. Thank you, Srinivas. Thank you. Okay, so the importance we know about it, readability, legibility is very, very important, right? So I'm just touching upon basics of it. But I would say please do one thing guys. Take any one of your font, any one of your project, okay? Whoever is there in this call, go and choose this font Joy and try to pair in your case study what is else you can able to do better. Think about it. Ultimately you need to understand why it is very, very important in terms of choosing your project nature and Your typeface accordingly to choose the best typeface for you. Because if you are making a mistake there, if you are making a mistake there, what happens is it will reflect on your whole case study. It will look very awkward, very ugly. People will not connect with you. Don't think about brand, think about your connectivity first. Right? You as a person has to connect with your project, with the audience, whoever is going to see. So choose the typeface accordingly. Okay? I believe after this call everybody will take the action. Because just listening to it like a YouTube video is not going to make any difference. If you take this action, sit for the next one hour, implement this in your case studies and watch out the other YouTube channel video also. You can get better at it, guys. Okay, Will you do it guys? Type out of the chat one. Yes Jagdish, I'll do it. Because when something is given in like a free sessions, no people will just watch it and then they'll go for entertainment. No, take action. Think like as if you paid 1 lakh rupees for this session and then take action. Okay, Let me go and implement it. Let me go and study the Google fonts. Let me go and bring out 10 elements and 10 other typefaces and then let me pair it. Let me see which works better for me. Let me correct all of my case studies. Let me create a brand for me. Let me create two, three typefaces for my brand. Reflecting in my portfolio, reflecting in my LinkedIn profile, reflecting in my Instagram page. You as a designer have to build a brand. Anybody who is looking to get 10 LP or 20 LP or more, my first suggestion is please build a brand for yourself. Build a logo, build a website, build a professional type face for you, choose it and replicate it in all of your social media platforms and all. Because ultimately if you are not building a brand for yourself, you itself are first not a designer. So think about it. People who are starting fresh. That's okay guys, you can choose any random fonts. That's okay. People are looking to get 10 LPA, 15 LPA more. You should understand the importance of all of this subtleties. Yeah, you are not a graphic designer, you're a product designer. But this understanding should be there for you. Then and only you can work with the graphic designer tomorrow to get the work done for you. Or else he will easily make fun of you if you don't know all these terminologies and all. Right? So I would also like to invite you something guys. Like let's say if you want to know more about it typeface is not the only part of this UI UX and product design. Okay, we have an upcoming webinar at Sunday 11 o'. Clock. It's a free webinar. Link is available in the description. So people have joined new in this YouTube live stream. They can click and come to my free webinar and take an advantage. Okay? And you can learn how you can able to 3x your salary in just 90 days. If you're waking up early in the morning and then you're coming to this calls, I definitely believe you're serious. So so take action and come to this webinar and then you will see how you can see a large picture to improve your salary 3x in just less than 90 days. If you're already a designer, you can able to do it in even 45 days itself. I'm telling for a fresher 90 days is required. Okay? So come for that and take advantage link is available also you can listen to my podcast channel. We have a LinkedIn blog. We have substack medium lot of materials. We are building out guys. So go and taken advantage. I wish you all the best guys. Take care. Have a great day. Any doubts is there or else we can conclude this live stream. And I want everybody to go to the YouTube channel stream and type your top three takeaways. Okay? And I'm also going to make you come on live. Guys. Can everybody come here? Everybody switch on your camera. Let's take a snap and then we'll put it in the learning management portal. We'll share our top three learnings. People who are inside our community. Share your learnings and get points for that. Okay? Yes. Can you come in the camera guys? Everybody. Arin Tilagar, Shantila Shrinivas. Let's everybody come. K. Please come in the camera guys. Please come in the camera. Please come in the camera. Let's take a snap. Let's take a snap. People who are in the live YouTube stream. You won't be able to be available. But anyway. Yes, yes, yes, yes, yes. Come guys, I want everybody to. Just a second, just a second. Hey Arvind, I help. I told you to make co host of everybody here. Okay, fine, fine, fine. No issues, no issues. Completely. I'm doing it. I'm doing it. Shanti Ral, what about you? You still disabled now can you see okay. Hey, where is his reactions going here? I don't know why it is not coming. Can somebody help me out with this? This reaction button is not at all available for me recently I am facing a lot of problems in that. Okay, fine. No problem. Let's take a snap. Great, great, great. Thank you, guys. Thank you. And I'm pasting this in our learning management portal. Type your top 3 takeaways in the YouTube channel and copy paste there as well to get points. Okay, so see you guys. People are in the YouTube live stream. Thank you, guys. Thank you for joining. Click the description and come for the webinar. We'll meet up there. All the best. Bye. Bye. Okay, and people who have.