Written Codes and Typography

Written codes are the codes that deal with words. They cover the text an audience reads, such as a headline, a caption or a menu label, and the dialogue an actor speaks in a script: in a script, the words are chosen and written down before they are performed, so the words themselves carry meaning.

Typography is part of the written codes. It is how text is created and presented so it is appealing, engaging or easier to read. When you analyse it, name the feature and explain what it does for the audience.

Font type and size

Font type, also called typeface, and font size are key features of typography. The choice should suit the product, its audience and its purpose.

• A blocky, stencil font might suit a paintball centre's leaflet aimed at teenagers, because it feels tough and matches the adventurous activity.
• A clear, formal font might suit a bank's help pages, because it looks trustworthy and is easy to read quickly.
• A very large size can make a headline or a warning stand out, so the eye lands on it first.
• A smaller size lets a long body of text, such as terms and conditions, fit into the space, but too small a size makes it harder to read.

Emphasis

Typography also includes emphasis, which you create with bold, italics or colour so a key word or message stands out. In a game menu, a bold "Play now" button shows the main action. In a revision planner, green bold text on "exam week" draws the eye to the most important dates.

Putting these choices together is what makes typography work. A sports club newsletter could use a bold, angled typeface for the headline, a large size for the score, and plain text underneath so the report stays readable. Each choice has a reason and an effect.