The World of Font
Hundreds of years ago, the Gutenburg Bible changed the world of literature when it was printed using movable, metal type. The Gutenburg Bible was the first book in Europe to be printed in such a manner. While only 48 copies of the book survive today, the type style still exists, known more commonly by the name Textura. At the time, scholars believed that printing the Bible so consistently would be more useful to readers. Even today, your choice of font can leave a lasting impression on your audience.
While there may be hundreds of thousands of online fonts, there are at least four primary families of typeface: Serif, sans serif, decorative, and script.
Serif fonts lend themselves to more classical writing, conveying trustworthiness, history, and integrity. Common examples of serif fonts include Times New Roman, Georgia, and Lora. Serif fonts are commonly used with luxury products.
Sans serif fonts are modern, clean, and aesthetically bold. Common examples include Calibri, Arial, and Poppins. Sans serif fonts are perfect for infographics.
Decorative fonts are whimsical, grab attention, and convey brand personality. Remember Wingdings? While I couldn’t recommend using Wingdings in your logo, many decorative fonts are fun to use in your brand strategy.
Script fonts convey elegance and emulate beautiful handwriting. Common examples include Great Vibes, Helinda Rook, and Young Baroque. Script is often used for wedding invitations and diplomas.
So here is the challenging part: It’s best practice to use a mix of typefaces in your design, but never more than three. Just like wine and cheese, certain fonts pair better with others. Three or fewer font choices provide balance to the eye when used appropriately.
There is so much to consider when it comes to design! It’s fun and at the same time fascinating. In the next post, I’ll provide a crash course in the use of color. As you can imagine, between options of color and font, the possibilities for your brand are truly endless!
Find a link to the next post below.
