This strategy is a problem since it places far too much relevance on individuality.
They evaluate the character of each typeface and hunt for something special or distinctive that conveys their specific visual taste and personal history. Forget individuality for a minute.Īlthough being unique is beneficial, especially in a cut-through industry, when it comes to typeface selection, it’s not as important.Ī lot of ad decision makers approach the selection of a professional font as though they are looking for new music to listen to. For advertising companies that are still having problems with what typeface to choose, here’s a quick selection guideline.
There are unlimited choices-from the typical ones to the elaborate styles-with no means of understanding the choices, only endless lists of recommendations.Ĭhoosing the right font is a combination of firm guidelines and loose intuition which is something that usually requires years of experience to have a feeling for. For a lot of beginners, the job of choosing fonts is a bit baffling.
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