I am as much of a geek as anyone, always chasing the latest digital toy or shiny bit of tech. But over 30 years in design, I have seen how the craft of typesetting has been pushed aside by automation and more lately by increase of AI generated creative. ‘Back in the day’, typesetting was an art that demanded precision, patience and an eye for detail. Now, while automation speeds things up, it is worth remembering that some skills cannot simply be replaced.
Take widows and orphans. Not the Dickensian kind, but those pesky layout hiccups, a lone word stranded at the top of a page or a line left awkwardly hanging. They may seem small, but they disrupt the flow of your message and make designs feel careless. Fixing them is not just a nod to tradition, it is what keeps content clear, professional and on brand.
So here is to the unsung guardians of the widows and orphans. The ones who tweak and nudge until every word finds its perfect place. Because even in a world ruled by AI, some things are still best left to the human eye.
Think of typesetting as the body language of a brand. Even the best-written content can falter if its layout feels clunky or chaotic. Widows and orphans interrupt the visual flow of a page, creating jarring breaks that distract readers from your message. Consistent, well-considered typesetting, on the other hand, creates harmony. It directs the reader’s eye naturally from one point to the next, helping your carefully crafted words land with maximum impact.
When every font, spacing choice and alignment decision reflects the same meticulous attention to detail, the result is clarity. It is the difference between a document that communicates and one that merely exists. For businesses, this is invaluable. It signals professionalism and ensures the message being shared is clear, intentional and persuasive, even when people are only skimming.
Let us talk about the eye. Not the metaphorical eye for design, but the literal one that moves across the page. Typography and layout are not just there to look pretty, they are architectural. They guide the eye, creating a sense of movement that helps readers absorb the important bits while gently skimming over the less critical details. (Yes, we see you, terms and conditions).
A well-structured document feels effortless to read because the invisible architecture has done all the heavy lifting. The spacing between paragraphs, the balance of text and white space, and the decision to tweak one little line to avoid a rogue widow are the tiny adjustments that make content feel right. They are also what separates a haphazardly generated PDF from a polished, on-brand statement.
Good design is as much about what you leave out as what you include. Hierarchy is the key to directing your audience through information in the right order. Whether it is a bold heading, carefully sized subheadings or a simple pull quote, these choices act like signposts, helping the reader navigate and absorb your message effortlessly. Without a clear hierarchy, even the most compelling content risks losing its impact.
Whitespace is often underestimated, but it is one of the most powerful tools in design. By giving text and visuals room to breathe, you make it easier for the brain to process information. Reducing cognitive load is not just about aesthetics, it directly improves how people engage with your content. A cluttered design feels overwhelming, while a well-spaced layout draws readers in and helps them focus on what matters most.
For a more inclusive design, especially for audiences with dyslexia, correct capitalisation is crucial. Overusing uppercase text creates cognitive friction, making it harder to read and process. Clear, correctly capitalised text respects your audience, ensuring everyone can engage with your message. This simple detail can make a significant difference in how accessible and welcoming your content feels.
Accessibility is not just a box to tick, it is a fundamental part of good design. Thoughtful typesetting and layout choices ensure your content is readable and inclusive. This means considering everything from font legibility and colour contrast to line spacing and justified text ( just do not do it!). Accessibility does not mean sacrificing beauty; it means designing with purpose and intention so that your message is open to everyone.
Here is the rub. In a world of autogenerated everything, where words and layouts are churned out by the minute, typesetting remains one of the last bastions of true creative craftsmanship. It requires human judgement, an eye for detail and a deep understanding of how design supports communication. It is not just about avoiding the cringe of a rogue orphan or the unsightly gap caused by a widow. It is about presenting content to feel purposeful and professional.
Typesetting is an act of care. It shows respect for the reader and pride in the work being shared. When done well, it makes an unspoken statement. This matters to us, so it should matter to you too.
The temptation to leave typesetting to chance, trusting software or the default settings or (god forbid) just justify the paragraph, is strong. After all, in an age where content is endless and attention spans are fleeting, who really notices widows and orphans anymore? The answer is anyone who cares about the integrity of their message.
When you take the time to finesse the layout, you are telling your audience that you care. You are signalling that your content is worth reading and that your brand values quality over shortcuts. In a sea of slapdash documents, it is an easy way to stand out. And let us be honest, there is something satisfying about spotting and fixing that rogue line at the end of a paragraph.
So here is to the typesetters. The guardians of widows and orphans. The unsung heroes of balance and flow. You may not notice their work outright, but when it is done right, you will feel it. And in a world of copy-paste chaos, that feeling is priceless.
