Show, don’t tell. This is never more true than the use of the font. Communication isn’t just the words literal meaning, but the flavor of the word. The way the A's arch, or the S curls. Type is a key element in my designs and I wanted to share with you the power it can possess.
https://intransitstudios.com/5-elements-good-design/bad-typography/
Typography, or fonts, in this case, is built from 200 years of delicate tinkering and reflection, each font taking 100's of hours to perfectly render, now available at the touch of your fingers. As such we must always be respectful when selecting and changing the font. Never be tempted to s-t-r-e-t-c-h out the type or to warp its careful layout. Your memos and reports will soar in visibility and retention if you simply allow the font, be it Jenson, Helvetica, or whatever your heart desires, to do the work for you. Type is your friend and comes from a rich history of great victories and embarrassing failures. Type can revolutionize your brand if chosen carefully and used consistently.
https://cgfrog.com/5-elements-bad-typography-designer-avoid/
I would always push my clients to really envision the future of their business before we get into the thick of designing. A crest on a shield means nothing if you are not fighting for something. A brand means nothing if your business doesn't have a message. When we build a brand, together, I'm thinking of success, as my client should be too. Your victory is my victory. As such we need to get the story straight. Anyone can knock out a logo, there are generators and 5$ designers in plentiful supply. But you won’t go to them, for the same reason you won’t buy wine in a plastic bottle. You know those first appearances can be a make or break, and once the client is brought in with your lavish logo, they need to know that logo is consistent with your pitch. This is where your type choice whispers to them, telling them all of your values without ever intruding. Will it be a fun and playful message, about good times and late nights? Or do they need to have absolute financial trust in your from the first word?
Let’s talk type, as I would with my clients. First, do you have a typeface in mind, and if so why do you like it? What is your business pitch in 10 words? If you cant do it, you need it. Finally, ask yourself, what does my audience come to me for. Are they confident and wary entrepreneurs? Or start-up visionaries who need to know you’re a company with a soul? From these answers, you will know the feeling you are looking for. Generally, typefaces can be broken down into broad categories:
Serif;
Serif fonts are the ones with the little lines at the end of each letter. Think HSBC, Gucci, and Rolex. Strong and traditional, serifs usually project a sense of dependency and seriousness.
Examples would include Caslon, Minion, Times New Roman, and Baskerville.
Sans-Serif;
Sans-Serif fonts are sans (or missing) serifs, therefore they have no little lines. These fonts are currently very trendy, modern, and clean. They’re recommended for web use for their easy legibility.
Examples include the famous Helvetica, Tahoma, Futura, and Myriad.
Script;
Script is a fancy word for Cursive writing. They’re generally seen as feminine, friendly, and very personal. Made popular by brands like Coka-Cola, and Instagram, they should be used with care as they quickly become overwhelming and difficult to read.
Slab;
Slab fonts are the big, meaty fonts that demand attention due to sheer size and weight. Used by brands like Sony, Fiverr, and FedEx, these fonts are perfect for short, one-word introductions, and simple, and clean brands. Avoid using them for anything other than headlines however, remember if everything is made to read as important, none of it reads as important.
Remember always that every word has a tone and a meaning. There’s what you say and what you mean, and your font will be the clencher between a sale and a fail. Font, much like logos, copy, and color schemes, are all instruments in the orchestra that is your brand. If everybody plays, you’ll always hear if someones out of tune.
I’ll finish with some quick tips to really improve the return on your copy with great type use that can be applied to everything you do.
1. "LilI"
If you type the letters L-i-l-1, and can clearly see the difference in each letter without context, your typeface is speaking clearly and engaging people with its legibility. The clarity in the type means reliable communication of the message.
2. Go with your gut
Nobody knows your business better than you, and if you are looking at copy and feel the words are right but somethings missing, change up the font to a different category (as those mentioned above). If you like the flavor, but not the spice, it might be an idea to try something more reliable and strong like a serif font. However, if the copy reads like a news report and you need to project your energy then open up the sans-serifs and choose something round and bubbly. Set the tone of the conversation before you start speaking.
3. Be consistent
Every element of your brand can be as iconic as the logo with enough consistency. Tepeno Sans Bold doesn’t seem to mean much, yeah it’s clean and confident, so what? Until you realize that Vans "off the wall" has built a brand empire with that font. By being creative and consistent, that font has become the Vans brand. What font will be your brand?
https://www.pinterest.fr/pin/290834088421788880/