TYPOGRAPHY 101 / Selection and implementation of appropriate fonts

These days, most of us use fonts on a daily basis. The classic ones largely dominate ads, documents, presentations, and websites. However, choosing the appropriate typeface can clarify, enrich and increase the impact of your communications.

The text body should be easy to read. Fonts must be tried, tested and functional. Helvetica or Times will always be effective and easy to read. This being said, many other fonts are simple and very well constructed. They are subtly different and do not affect readability. When you have a short text, try something new. Be original, but remain cautious.

To give greater style to your communication, titles offer many options: font selection, application, color, etc. Be readyloose a bit of readability in favor of a stronger personality. Still, be careful. An inappropriate choice, too original or difficult to read, may reduce effectiveness.

Here’s how to assign fonts to your documents according to my Functional Creation method:

1. Identify and list your project’s qualities. Shorten the list to about five. E.g. The purpose of Brand X communication should be: colorfulness, cheerfulness, generosity, honesty and humour.

2. Look in your font bank (or online) for designs that represent the qualities defined above. Note them down. E.g. Is this font colorful, cheerful, generous, honest and humorous?

3. Select a title or phrase and test it with each font. Compare. Are some too difficult to read? Is the style a good fit?

4. Choose the best lettering for your document and apply it. To further highlight the qualities of the brand, you may try various colors and gradients in your titles.

You now have a neat and original document. Now, your message will be more effective.

This is only a starting point in the vast and exciting world of typography. Enjoy!

François Morin, Art director FRANKOY D.A.