Typography – What Font?

In The Principles of Beautiful Typography it is suggested that In order to start your quest for the perfect font, you should first define the feelings you’re trying to evoke in the members of your target audience.

Are you trying to show that the company the web site represents is hip and young, or would you rather portray an aura of steadfast wisdom? Do you want to create something themey or are you trying to convey a more formal identity?

Think back to the logos, the album covers, the textbooks, and the signage you’ve seen. How have those typographic elements affected your perception of the entities they represent?

NHS Designs advises the typographic treatment sets the overall mood of a piece: clean, traditional choices for straight information delivery may suit a corporate report. On the other hand, more funky stylized fonts might work better for a poster promoting modern dance.

When the letterform is flowing and curvaceous, the feeling conveyed is softer than the feeling communicated when the letterform is angular and hard-edged. A whimsical letterform will convey a lighthearted mood; one that is elegant will communicate sophistication.

Quick Tips: What to Consider when Using Type

• What font will best communicate the feeling of your message? Does your font harmonize with or detract from your message?
• Will two or more different fonts be more effective in displaying the concept than one?
• What type size will best convey the idea of the design? Is the size appropriate for the audience? Does it complement the other elements?
• Is the type properly placed in the format to have the most impact on the reader? Are the shapes of the body copy pleasing or are they unattractive?
  Is the font one that needs to hold up well over a period of time (a classic), or is a more current, trendy font a better choice?

Finally, when you’re choosing fonts, it’s important not to choose too many. As a rule of thumb, try not to use more than four different fonts in a web site design.