There's an art to choosing the right typeface

Between the fonts available on your computer and the thousands accessible online, it's hard to choose the right set of typefaces for your designs. How do you find the ideal font selection for your project? What mistakes should you avoid making?

But what are the police doing?

A font is a set of typographic characters with a uniform style and appearance. It allows you to develop a style and create a strong visual identity for your work. Typefaces can be categorised into 4 families:

• Serifs have lines added to each end of the typeface. Their origin is still unknown. One theory suggests that they come from the lines left by the tools used (pen, brush, etc.) at a time when printing did not exist and manuscripts were reproduced by hand. The copyists (professionals in charge of this function) transformed them into distinctive signs. Over time, they became smaller, present on each character and, above all, artistic. Their decorative impact has contributed to their longevity. This family of fonts conveys a certain stability. It is used in newspapers and books because the serifs improve legibility; they help us to distinguish the shapes of the letters more clearly.
• Sans serifs belong to the large family of modern typefaces. Minimalist, their simplicity symbolises clarity and transparency. They are associated with design and mark the modernists' desire to break with the past and its conventions. Non-serif fonts are very practical when space is at a premium, and are used in web media where legibility is a problem on small or low-resolution screens.
• Scripts come in two categories: calligraphic and handwritten. Both are delicate families to handle. Their legibility can be a problem, especially at small sizes.
  It is preferable to reserve them for logos or titles, but to use them sparingly.
• Fantasy fonts have a strong personality and are expressive. Their unique character can be used to create a hierarchy with other typefaces used on the same medium.

The history of typography or typography in history?

Although the origins of typography are often associated with the beginning of printing, it is in fact a much older practice, fundamental to human exchanges.

In China, characters printed on paper using the woodcut technique first appeared around 600 AD. Following the mass literacy of the Chinese population, it was necessary to keep pace and invent new production methods: using clay character tablets as movable type. Clay was then replaced by carved wooden blocks, and it was not until 600 years later that bronze and metal versions appeared.

In Europe, mechanisation of the process had to wait until the 1450s and the invention of the letterpress by Johannes Gutenberg. For a long time, letterpress printing used mechanical presses before adapting to automated technologies. Today, typographers use CAD (computer-aided design) software, which enables them to invent original, perfectly balanced typefaces much more quickly.

Think before you act

Different font families convey different meanings through their design. Choose fonts that reflect the atmosphere and message you want to communicate.

“Typography is basically word art, when you are designing with type, the typeface you choose tells a story.” Dylan Todd, Designer

Depending on its style, a font can evoke an impression of speed, slowness, lightness, softness or robustness. Some fonts are associated with specific historical periods or cultural aspects. To choose the most appropriate font, it is essential to take these different aspects into account.

Prioritise legibility on different media

The choice of font also depends on the medium on which it is used. As a general rule, a font used for printed documents is different from one intended for reading on a screen. Serif fonts, although commonly used in books, are more difficult to read on screen because our eyes tire more quickly. It is therefore advisable to opt for sans serif fonts for digital reading.

Avoid ‘fashionable’ fonts

We could reuse Coco Chanel's famous quote ‘Fashion goes out of fashion, style never does’. Fashions are ephemeral; let's take the example of Comic Sans MS, which was widely used in the early 2000s and has now been banned in the graphic design industry.

To avoid being ‘has-been’, think about the durability of your image. Obviously, each era has its own style, but try to look to the long term.

Ease up on the number of fonts

In a document, you should vary the number of fonts used throughout the content so as not to lose your reader. For example, you could choose a bolder font for headings, a very legible font for the main text, and perhaps a third font to highlight passages or quotations.

Choose typefaces with different fat variations, from ‘light’ to ‘black’. They allow you to diversify your typesetting and organise the information in your documents more easily.

Make sure that the fonts you select complement each other rather than compete with each other. Some are better suited to body text, while others are better suited to headings or highlighted elements.

Conclusion?

Typography plays an essential role in design and layout. It helps to give style to a document, express ideas and create impressions in readers. The choice of fonts must therefore be made with care, as it can have a significant impact on the effectiveness of a message.

Any last words of advice before you go? Graphic designers are trained in the art of typography... so if you don't feel like an expert in the field, rather than venture out on your own in search of the ideal typeface, call on their knowledge! Their expertise and know-how will guarantee you a response tailored to your needs.

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