Module: Making Type Choices
Much of what good typography is about is making the right choices. This module will provide the answers for choosing the best typeface for text and display applications, determining whether a project calls for a serif or sans serif typeface, picking from myriad of script typefaces, and many more typographic decisions.
Selecting Type for Text: Factors to Consider
Selecting an appropriate typeface or family for text usage is a key aspect of a design project. The best starting point is to confirm the requirements of your client and the needs of the audience.
Selecting Display Type: Factors to Consider
The process of selecting a display typeface for a new project should begin with a bit of fact gathering that precedes the actual font search. Whether you are designing a stand-alone piece — such as an invitation or announcement — or part of an ongoing campaign, learning as much as possible about its intended use before you start will help narrow your typeface selection.
Serif v. Sans for Text
Until several years ago, when it came to setting text copy, sans serif typefaces were the typographic underdog. Some experts still advocate against using them smaller than 10 point. The criticism of sans serif typefaces for text copy falls into two general areas, both concerning ease of reading. First, many typographers have maintained that serifs help to guide the reader’s eye across the page. This would be true if the eye moved across a page in one smooth sweep. It’s been proven, however, that we jump from one series of words to another, in what are called saccadic movements – and serifs have no effect on this way of reading.
Selecting Display Type: Getting Started
Type set larger than 14 point is usually considered to be “display” type, whether it appears on a billboard or poster, a book jacket or other packaging, or an advertisement in a magazine. Also known as headline type, its objective is to attract and hold a viewer’s attention. Display type can also preview the mood or set the tone of a piece.
How To Build A Type Library
Designers frequently ask: What’s the best way to build a type library? With dozens of foundries and thousands of typefaces available, the task can be overwhelming. Here are some basic principles that will help you build the right library for your needs and budget.