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When trying to choose the right font you could relate it to a casting director choosing the right actor to play a role. If the director was looking to fill the part for a spoiled rich girl, they would need someone with a sassy personality and a bit of attitude. If you were looking for someone to fill the role of a criminal you would need a completely different type of actor. Picking the correct text style for visual correspondence is similar to casting the fitting ‘voice’.
When choosing a font type you should always take careful consideration. Font types can say a lot about you and your business and can even convey a message in a certain light. When people see fonts it can cause certain feelings, emotions, and associations. If you want people to know that your business is professional, respectable, or traditional then you might choose a serif typeface. If you have a more modern business then you may choose a sans serif typeface. Not only does typography display professionalism but most importantly it determines readability. Many people lean more towards serif typefaces due to its readability. Serif typefaces have been historically credited with increasing both the readability and reading speed of long passages of text because they help the eye travel across a line. This comes from the serifs which make the individual letters more distinctive which enables our brains to recognize them faster. Without the serif, the brain has to spend longer identifying the letter because the shape is less distinctive (“Scribe Consulting. ”). Although serif texts are normally the way to go, there are occasions when sans serif text is better suited. Reports, brochures, and magazines are examples where sans serif would be more appropriate due to the more liberal design approach.
Captions, charts, and graphs are also best suited for sans serif. With having a simplified letterform the serifs prevent the readability of smaller sized characters. Whatever the project may be, a little research to see which serif you should use could be very helpful. The font I chose is a sans serif font, as you can probably tell. The name of the font is called “Century Gothic”, it’s modern, unique, and rather chic. Some may see it as unprofessional as some letters are single-story, meaning they are similar to the way people learn to write as children. Some may see it as warm and welcoming because of this reason. It isn’t a heavy font so it gives off a happy and light feeling. Something to keep in mind is that the Century Gothic font was created specifically as a digital typeface (“The Font Series: Century Gothic. ”), so it is better used for design purposes and online advertising. You can find the font on movie posters or as the main typeface for movies and TV shows such as “Ellen” and “Glee”. It’s a font that is easy to read on screen and works well for short titles. Century Gothic also has a feminine flare to it so it could work well for home and garden blogs or magazines and women’s organizations. There are so many fonts out there that look super fun and funky but they aren’t always appropriate, which sucks. At the end of the day all typefaces have pros and cons but if you use them correctly your work will always look professional and clean.
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