Hunter Communications Original News Source:
Business 2 Community
Link to article:
Why Typography Matters
Excerpt: "When someone opens an email or makes their first visit to your website, they form that first impression about your organization before they read one word. The right font can help tell your story correctly; the wrong font can make you seem unprofessional, sleazy, or just plain sloppy. Size and color can completely change how a typeface looks. Depending on how it’s used, a font can shout…or whisper.
Most fonts are either serif or sans serif, depending on the weight of their strokes and whether their letters have 'feet.'
Books, magazines, and newspapers generally use serif fonts, as they’re considered more readable for large blocks of text. Sans serif fonts are more readable on a computer screen. There are many broad groups of font families; here are the five most common font groups used for business:
- Geometric sans fonts such as Helvetica, Franklin Gothic, and Grotesk are symmetrical in design and uniform in dimension. They look modern, but can also come off as cold or impersonal, and are better suited to a high tech software firm than a neighborhood daycare.
- New Humanist sans fonts such as Verdana and Optima were developed from 500-year-old Humanist serif fonts based on the handwriting of medieval scribes of Italy. These tend to feel more casual, while still keeping an edge of sophistication. These give an appropriate feel for companies that revolve around the Internet.
- Old Style serif fonts, such as Garamond and Jenson, are direct digital translations of old-fashioned typefaces. To readers, they seem – for better or for worse – very traditional and baroque. They’re good for organizations that emphasize the humanities, such as museums and colleges.
- Traditional or Modern serif fonts, like Times New Roman and Bodoni, are more current translations of the Old Style Family, and may seem either stylish or conspicuous, depending on the medium. They’re best utilized in places where it’s important to project a sense of quiet knowledge. (Don’t forget that Times Roman has been a default font for eons. Using it may give the impression that you didn’t consider font choices at all.)
- Slab serif fonts, like Courier and Rockwell, have very thin strokes, yet carry thick serifs. If used correctly, they can convey a very avant-garde tone. They can be used for trendy places, like Urban Outfitters-esque stores or that new organic restaurant down the street.