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, you will produce a more appealing and effective product.
The objective of font selection is to strike a harmonious blend of what's readable and what's visually appealing. Keep the following in mind:
- Use standard fonts for primary content. Contrary to popular theory, common fonts 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.
- 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.
- Understand the difference between serif and sans serif fonts. Serif fonts are fonts with little hooks on the ends of the font, such as Times New Roman. The serifs usually help make the font more readable by drawing the eye horizontally along the line of text.
However because of the fine detail, serif fonts can be harder to read in small sizes or in low resolution documents. Sans serif fonts are fonts without serifs, such as Arial. They are often used for headlines and when reading on computer screens.
- 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 noticeably different typeface and size will stimulate your reader's eyes.
- Use bold, italics and underlining sparingly. This is one of the first rules learned in graphic design.
- Don't use all caps. It's often perceived as yelling, and it's just harder to read.
- Be conscious of feminine and masculine fonts. Best not to use a thin or curly font in, say, an industrial parts brochure. Also, be conscious of age-appropriate fonts. Comic Sans MS is common in elementary schools, but doesn't fit so well in company's strategic plan, for instance. Matching your brand identity and image with the right font is a careful selection process.
For more tips or information on fonts and graphic design, contact us at Allegra Okemos at (517) 333-0713.