Typefaces are the clothes letters wear – viewpoint from Shropshire based designer

Tuesday 7th September 2010   by Stuart Bickerton

Love them or hate them we come across typefaces everyday, writes matm‘s Senior Creative, Lindsay Crayton. In most cases we follow corporate fonts which our clients have specified but what happens when you’re left to make the decision?

Here are some simple guidelines to get you started:

  • First impressions are important, choose something appropriate! Let’s face it Comic Sans is not as flexible or attractive as you may think.
  • Look for a typeface which has a large “family”. Roman, light, bold, italic, condensed, black, medium to name but a few. The larger the family the more flexibility you will have across a range of materials.
  • Serif or sans serif? Sans serif can be easier to read at smaller sizes and have a more contemporary feel. Serif can be seen as being more traditional, what is the look and feel you are trying to achieve?
  • Are you setting French, Spanish or Russian copy? Does your chosen typeface have all the accents that you need?

If you want to find out more, there are a number of font libraries to browse through such as www.linotype.com and www.fontshop.com.

Finally, back to my clothes reference…dress to impress, select a typeface which is fit for the occasion.