Best Practices

Font Matters in Communication

By October 19, 2016 No Comments

        Decisions, decisions…typography for a website, logo, book, magazine, and even branding can be one of the most important choices you’ll make for your business. You want your font choices to deliver a tone that’s appropriate and appealing toward your target audience. With thousands of font families to choose from, it can be a challenge to decide which font will be the right fit. Just as color can convey a specific mood, so can font.


Here we list some examples of the most popular fonts and provide descriptions for when and why they should be used:


        Times New Roman


        Serif typeface is considered to be more traditional and informal. Serif fonts include any font that has small lines tailing from the edges of letters and symbols. These extra details are referred to as flags or tags. They improve readability and are typically used in books, body texts, or descriptions of products that take up multiple lines. The serif makes each individual letter more distinct and is used to guide the horizontal movement of the eyes. One should consider using serif typefaces for projects involving lengthy texts, such as books, newspapers, and formal magazine articles.     

Sans Serif



        Looking for a clean and modern look? A sans serif typeface may be the best option for you. Sans literally means “without”; therefore, it is a typeface that does not have the “serifs” at the end of letter strokes. Generally, san serif fonts are better when used on the web and are commonly used for emphasis. Although serif typefaces are more readable and are used more frequently in large body texts, sans serif is the better option to use for young children. Since most young children are still learning how to read, sans serif fonts provide letter simplicity to young readers. One should consider using sans-serif typefaces for projects involving shorter text setting, such as columns, credits, column headings, websites, magazines with a more liberal design approach, and childhood story books.       



     Pinyon Script   

        An elegant heading can be sure to catch a reader’s eye. Script typefaces can range from being formal to casual and make a bold statement when used appropriately. Formal scripts are graceful, often have connecting strokes, and give off a sophisticated tone. They are commonly used for invitations and decorative headlines to make words stand out. Casual scripts are more appealing to the eye and convey a relaxed mood. They can be used for advertisements, brochures, or anything that may require an informal, but presentable look. When chosen effectively, these font styles can be used to communicate the message for the job at hand.