There are no right or wrong typefaces - there are only effective
and ineffective ones.
If you've ever had to squint or "work" to read something, you've
probably been the victim of an inappropriate font.
Just as people tend to form an opinion by your appearance, the
first impression of type is also important.
If you want your business to be taken seriously, you need to
choose fonts that reflect this. Don't use a casual or script font when a
credible, more traditional typeface would be more appropriate.
How to Choose an Effective Font
Ask yourself these questions to help choose an appropriate font
for your graphic material.
What is the tone of this project?
Fun, happy, credible, serious. Choose a font that reflects the tone.
What font best reflects the content?
If you're talking about insurance, you want a font that is open, easy to read
and looks business-like. A leaning font with a cute feel is going to contradict
this.
What font is appropriate for this medium?
Choose a font that works effectively in the medium you are using for your
communication. Some fonts render well onscreen while others are better for
printed material.
Do we have a corporate font?
If you have a corporate font - use it. Ask your graphic design department or
your designer what it is and make sure it is installed on your computer.
Reputable designers spend considerable time and use proven methodology to select
appropriate business fonts. Stick to their advice.
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