Type for Mobile Apps: A Primer

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1 Type for Mobile Apps: A Primer

2 Get your app noticed. The Mobile App ecosystem is expanding faster than ever. Two of the biggest challenges mobile app development professionals face are getting your app noticed and making sure your audience is engaged. One subtle yet powerful way to attract users, establish a brand identity and reinforce established branding is with the typefaces you select for your app. Whether you re launching your first app or creating a consistent user experience across multiple apps and platforms, being informed about type and how it can affect the design process can help you achieve your goals, and can give your app a crucial marketplace advantage. 2 Introduction

3 1 2 3 Mobile Apps page 4 Designing for Screens page 6 Personality and Branding page Localization page 15 Finishing Touches page 18 Glossary page 21 3 Table of Contents

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5 The Mobile Market Mobile application (app) development has seen tremendous growth in recent years. The App Economy is responsible for more than 500,000 jobs in the US alone, 1 and some experts estimate that the app market will swell to $77 billion in revenue by the year % of smartphones use one of the big four operating systems: ios (Apple), Android (Google), Windows Phone (Windows) and Blackberry 10 (Blackberry). Each OS is built using unique technologies and offers a unique set of development tools. Because of the sheer scope of this evolving market, with users, downloads and revenue dollars measured in billions, the app development industry is fiercely competitive. App developers compete with everyone from established industry leaders to garage entrepreneurs and hobbyists. So how can a developer get their app noticed in such a saturated marketplace? There are dozens of design choices to be made when creating an app: from navigation and buttons to colors and layout. And one we know very well here at Monotype: type. 1 Apple s aps economy: Bigger than Hollywood, last modified January 22, 2015, 2 By 2017, the App Market Will Be a $77 Billion Industry (Infographic), last modified August 26, 2014, 5 Section 1: Mobile Apps

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7 Type Selection The ever-increasing sophistication of viewing devices has brought new challenges to designers everywhere. A consistent user experience one that will perform and impress regardless of platform is a bigger marketplace differentiator than ever. What typeface attributes aid legibility? The best typefaces for screens utilize letterforms that are inherently durable, so they stay sharp in different digital environments. A larger x-height gives letters more pixels to work with, and looser spacing can correct pixel overlap. A low stroke contrast also helps make sure parts of letters don t become thinner than a single pixel, hampering visibility. Ample intercharacter spacing Open shapes Varying proportions Unambiguous forms 7 Section 2: Designing for Screens

8 Legibility Legibility is always important, but on the small screens of most mobile devices, it becomes critical. At the smallest three text sizes, tracking values are relatively large but at the largest three text sizes, tracking values are relatively tight. Nearly every aspect of type can either degrade or enhance legibility line weight, text color, font size, even color contrast. The easiest colors to read on a smartphone screen are off-black and grey, but keep in mind that these colors aren t as easy to read outdoors. Pay close attention to color contrast there should be enough contrast between the text and the text area so that a user can read your text outdoors, even on a sunny day. Download Download Download TRACKING = +25 TRACKING = +5 TRACKING = -10 To enhance the legibility of your text, consider selecting a sans serif typeface. Serif typefaces alter the outline of each letterform, making them slightly more difficult to read. Smartphones with retina screens have the high resolutions that make serifs easier to see, but a sans serif font will be highly legible across a wide variety of screens and platforms. To distinguish it from body copy, headline styles should use a heavier line weight. Body copy tends to be most legible when set larger than 11 points and in regular and medium weight styles. 8 Section 2: Designing for Screens

9 Open Source Dangers A project may save budget by using open source fonts, but there are hidden drawbacks: Most open source fonts contain only a partial glyph set, resulting in missing or black box characters Missing characters mean black squares where there should be letters Hit or miss compatibility, or faulty code, could mean development headaches Unknown designers, uncertain IP rights Virtually zero licensing or development support Scenario All too often, a designer will find a great typeface online. It may fit their app stylistically, but often they find out that they can t bundle the free font with their app. The further development progresses, the more difficult it is to make modifications to a project, and the balance between personality and legibility in type selection can suffer. 9 Section 2: Designing for Screens

10 The Discipline of Display The size and line length of text play a big role in how the text in your app will appear. A typical mobile app text line is characters. Most mobile fonts are used approximately 16pt size, so optimizing your text and text areas with these parameters in mind can help keep your text beautiful and legible. Consider adjusting the layout if the user selects a unique text size, and prioritize content if you do. Keep in mind that if you increase the size of the font too much, it impacts the way the user experiences the information in your app. Make the font too large and users won t be able to see the full text as it was intended on a small mobile screen. Even 150 DPI is granular compared to print media. After design groundwork is complete, the legibility and performance of your type can be improved with the right rendering and optimization software. This type of software can provide precise adjustment to the thickness or sharpness of text, ensuring that text appears clearly at any size. Ideally, your app should include a flexible font engine that s optimized for efficiency and speed. The ability to tune text for optimal legibility based on unique device or handset characteristics can ensure your app has crisp, clear, beautiful type on any device. This is how we want fonts to appear. Font data is delivered as vector outlines with spacing info, and maybe some hints. Rasterizers in the OS and/or browser convert outlines to pixels in a variety of ways. 10 Section 2: Designing for Screens

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12 If Your App Was a Person, Who Would It Be? Is your app a quirky, fun or whimsical game? A serious business or financial services app? A lifestyle app for everyday productivity? No matter which category your app falls into, evoking the right emotions in users could mean the difference between trial and adoption. Additionally, giving your users the right experience will go a long way towards how they speak about your app to others in their personal network or while rating the app for the public to see. In an industry as competitive as mobile app development, how a user feels while using your app can be just as important as how the app functions. The type you select for your app can go a long way towards helping your users relate to and identify with your user experience. ANTIQUE FINDER club crawler puzzle time Fitness Tracker Bridal Toolbox 12 Section 3: Personality and Branding

13 Personality The worst thing your app can do is blend into the crowd. But on the other hand, your app s personality shouldn t overshadow what it does. A game that looks like every other game might get passed over, but a business app with a wacky design might not be taken seriously. The key is finding your app s design sweet spot a distinctive design that intuitively speaks to the functionality and quality of your app s user experience. Just like the overall design of your app, the typefaces you select should serve to highlight your app s content, without getting in the user s way. Holiday Planner r Send out e-vites r Bake cookies r Put up holiday lights r Ò Plan teachers presents r Take photo for family card r Ò Buy plane tickets r Get wrapping paper r Finalize dinner menu To help users appreciate your fonts without noticing that they re doing so, pair a high-personality title font with a very readable sans serif font for longer blocks of text. 13 Section 1: Personality and Branding

14 Branding Establishing a Brand Identity If you represent a new company with a new app on the market, you should concentrate on establishing a brand identity that will help you, your company and your app stand out in the marketplace. Be sure to take any future apps you might be releasing into consideration as you design your brand you ll want those apps to be able to take advantage of the brand equity your first app will create. Establishing Brand Consistency If your app is being released under an established brand, your goal should be to stay consistent to the branding you ve already introduced. Linking your app to your current, established brand standards is essential to leveraging your established brand equity towards the success of your new app. Fans of your previous apps or of your company in general will immediately be attracted to your new offering if they recognize your branding. Similarly, new users will recognize that your app comes from an established source, and it will give them the basis for researching your company. Consistent branding is always a challenge, but one that can be solved with the right information and tools. Different devices have different specs, and different platforms ship with different default fonts, so changing or updating font files is often necessary to achieve professional consistency. Brand recognition is almost a subliminal experience. The best type of branding and the most successful brands on a whole are unobtrusive. 14 Section 3: Personality and Branding

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16 When Mobile Goes Global Localization is the process of translating the text of an app into different languages for different markets all over the world. The right design support will help make sure your chosen font has a full character set available for every language. Keep style in mind when localizing content. For example, if an app were being localized for an Arabic-speaking market, it would be considered in poor taste to pair a sans serif Latin font with what is considered the Arabic equivalent of a traditional serif font. INCORRECT PAIRING Partly cloudy ايئزج مئاغ The high-contrast style of the numbers in Palatino LT Arabic do not match the low-contrast strokes of Frutiger LT. CORRECT PAIRING Partly cloudy ايئزج مئاغ These numbers from Frutiger LT Arabic have a weight and style that are a better match. 16 Section 4: Localization

17 Maximizing Localization Character-based languages, like Chinese and Arabic, demand more complex coding than Latin-based fonts like English. Some characters overlap, and some characters can change retroactively based on new characters. Many open source fonts simply can t offer the coding support to make them useable, causing legibility to suffer. Which is something you can t afford to let happen in a competitive marketplace. When two or more fonts are displayed on the screen at once, they should not overlap and they should be stylistically consistent. Vertical metrics must be closely monitored to ensure legibility, especially when two or more languages live in the same font file. Quality control can be especially difficult with open source fonts. Limited glyph sets and no coding support make them particularly weak at localization. Ready, Set, Go! English على االشارة استعد انطلق! Arabic 好, 预 备, 开 始.! Simplified Chinese त य र ह ज ओ, ख ल श र! Indic Auf die Plätze, fertig, los! German Έτοιμοι, Φύγαμε! Greek старт, внимание, марш! Russian 17 Section 4: Localization

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19 Web Fonts Mobile apps that make use of the internet can present a unique set of challenges. After all, every website uses different fonts, and users typically have varying fonts stored on their individual devices. To add to the complexity, internet browsers use different font-handling algorithms. Instead of using a single font, mobile apps that make use of the web will gain the most value from a subscription to a web font library. Monotype s web font library includes a wide variety of fonts that are optimized for display in web environments, even at small sizes and low resolutions. Subscribers gain access to a wide variety of web-friendly fonts, ensuring quality and legibility for websites and web-based mobile apps. TYPOGRAPHY TYPO GRAP HY TYPO GRAP HY TYPO GRAP HY 19 Section 5: Finishing Touches

20 Compatibility Often, a mobile app that plays well with other previously downloaded or purchased apps has a significant edge when it comes to adoption. To make sure that your app has the best chance of resonating with your target audience, it is a good idea for it to be compatible with the larger names in the mobile space, such as Apple, Google and Microsoft. A Look at Licensing Talk to the Type Experts at Monotype Monotype, a global type foundry with deep typographical roots and a specialty in digital type display, works with clients to provide: Testing to optimize text for all screens Font Liaisons, who collaborate with clients An extensive catalogue of commercial grade fonts Type designers to create or, when possible, customize fonts Comprehensive language and localization support Typefaces and fonts are intellectual property. The ability to include them in commercial products like mobile apps requires a license agreement. Font foundries license fonts under agreements that are designed to address the specific requirements of many markets, such as inclusion in a mobile app. Monotype has extensive experience with licensing fonts for mobile apps across many different genres. We have experience with a wide variety of screens and operating systems. Talk to the experts at Monotype about your next project. isv@monotype.com 20 Section 5: Finishing Touches

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22 Glossary of Terms Character: A symbol representing a letter or number. Font: A particular size, weight and style of a typeface. Glyph: (Letterform): a specific, concrete way of writing an abstract character or grapheme. Hint/Hinting: Guides used by a computer to improve how the letters are rasterized at different sizes. Legibility: The quality of type that affects the perceptibility of a word, line or paragraph or printed matter. Localization: The process of selecting and implementing different typefaces or font styles for different languages. Stroke: Any singular linear element in a character. Stroke Contrast: The measure of a stroke s weight, from thickest areas to thinnest. Typefaces with a high stroke contrast have both thick and thin features, while those with a low stroke contrast are either thick or thin. Typeface: A set of one or more fonts, each composed of glyphs, which share common design features. Type Style: A specific style of type, such as sans serif or serif. Typography: The art or procedure of arranging type or processing data and printing from it. X-Height: The height of a lower-case x, considered characteristic of a given typeface or script 22 Section 6: Glossary

23 Type for Mobile Apps: A Primer Contact info@monotype.com Monotype Imaging Inc. (HQ) 600 Unicorn Park Drive Woburn, MA 01801, USA Telephone +1 (781) North America New York, NY San Francisco, CA Elk Grove Village, IL Boulder, CO Los Altos, CA Europe London, UK Cardiff, UK Belfast, UK Salfords, UK Berlin, Germany Asia Sheung Wan, Hong Kong Tokyo, Japan Seoul, Korea Uttar Pradesh, India monotype.com/contact 23 Type for Mobile Apps: A Primer

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