Matching the Font to Your Message

Shape Your Message With The Font You Choose


Typography focuses on the characteristics of a typeface, the shape of the characters
and the overall aesthetics of a particular font. By following some basic design guidelines,
it will help you to work effectively with your graphic design source. The objective of
font selection is to strike a harmonious blend of what's readable and
what's visually appealing.  Here are some tips to keep in mind:


1.  Use Standard Fonts for Primary Content. 
    
     Contrary to popular theory, "Plain Janes" are easier on the eyes - when it comes to fonts
     for body copy.  Creating an  effective  document whether it's a flyer, newsletter or direct  
     mailer, means it has to deliver the key messages to the intended audience. And standard
     fonts say it best.


2.  Use Decorative Fonts Sparingly.
    
     To add a touch of flair and visual appeal, decorative fonts can be effective for headlines
     or used in the absence of art or graphic elements. Using a decorative font for the body
     copy on a long document is, however, a no-no. Don't make your reader work so hard.


3.  Know When to Use Serif Fonts and San-Serif Fonts Appropriately. 

           This is a Sample Serif Font      This is a Sample San-Serif Font

     Serif fonts are fonts with little hooks on the ends of the font. The serifs usually help make
     the font more readable. But because of the fine detail, serif fonts can be harder to read in
     small point sizes or in low resolution documents. Sans serif fonts are fonts without serifs.
     They have a more stark appearance and are often used for headlines.


4.  Add Contrast to Add Interest.
    
     Add visual contrast to your documents by using white space, typography and type size.
     Setting headlines, for example, in a noticeable different typeface and size will stimulate 
     your reader's eyes.


5.  Use Bold, Italics and Underlining Sparingly. 
    
     One way to create contrast or provide emphasis is through bold or italic type.
     Beware of going overboard.


6.  Don't Use All Caps.
    
     YOU'RE SHOUTING. (And it's hard to read.)


7.  Be Conscious of Feminine and Masculine Fonts. 
    
     Gorillas don't look good in dresses.  Best not to use a thin, or curly or curvy font in,
     say, an industrial parts brochure. Matching your brand identity and image with the 
     right font is a careful selection process.