• Choose serif typefaces for classic-feel pieces (law, health care, corporate). In general, the more serif the more elegant or classical the look. In typography, serifs are semi-structural details on the ends of some of the strokes that make up letters and symbols.
• Choose sans-serif typefaces for more modern or edgy pieces (high-tech, financial, young markets). In typography, a sans-serif typeface is one that does not have the small features called "serifs" at the end of strokes. The term comes from the French word sans, meaning "without".
• Use script typefaces sparingly, for elegant pieces (invitations, announcements, etc.)
• Choose typefaces to communicate specific qualities or to evoke emotion. For example, a classic serif typeface such as Garamond communicates a feeling of dependability and quality, while the sans-serif face Bank Gothic is clean and understated, with a contemporary look that communicates confidence.
• Choose typeface combinations carefully, selecting no more than two for each piece–one each for headings and body copy. For accent type use the bold or italics from within the font family of your body copy typeface. Example:
Heading
This is an example of using one typeface for your heading and another for your body copy. To accent type within your body copy, use your bold or italics within that font family.
Next week – What’s the Difference Between a Typeface and Font?
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