It all starts with the right choice of font

GRAPHIC DESIGN 25. February 2020.

Of all the design elements used in modern times, one element does not lose importance, and we notice it at the first click, which is the font. The real challenge of modern graphic design is often to choose the right font. Choosing a font that exudes simplicity and professionalism that is striking in itself will mean a great deal to your business.

Font is a key concept of typography, a kind of art of editing and printing text in a readable and engaging way. Typography has become a subject of extensive study in the age of digitalization and its application is wide - from business communication to creative, advertising. As such a broad discipline, typography has endowed a huge number of styles, that is, fonts that have an even greater number of shapes and sizes. Fonts are measured by so-called typographic points, and they also differ in whether they have dashes that connect letters - serifs or not. In a sea of ​​choices, which one is best for you?

Depending on what you create, your choice of font will depend. For formal documents, it's important to use simple, classic fonts. To take your client's business seriously, artistic fonts that have many decorative elements cannot be used. The safest choice is the Times New Roman font, there is no mistake with it. However, there is also a Calibri font that slowly takes primacy of the Times New Roman font, and is an automatic choice in most email software.

If you are choosing a font for your website, the principle of selection should essentially be the same - simplicity and legibility. In addition to the Times New Roman font, Arial and Georgia fonts are also recommended in this case. If the site contains a lot of text, it would be a good idea to choose a "serif" font, which is therefore dashed because it will be easier to read.

In general, your choice of digital font should be catchy and should be clear at first glance. Your choice in this digital case will be the font that is most visible to your customers when they search you on the Internet. Many designers recommend Verdan and Georgia fonts for their clarity and easy readability on mobile screens.

When choosing a font for a logo, the choice can be more free and creative. Given that this is a single word or a shorter phrase, evidence here should not be our sole criterion. It is best to decide on a font that will be memorable and suited to the nature of your business. For those who want a more standard look they will choose e.g. Helvetica font, while Garamond font will be chosen by those who want to stand out at all costs. Even font combinations can be used, but as a rule, you should not overdo it and use more than two fonts in that case.

It is not recommended to use more than two fonts when designing a business card. Since business cards entail key business information and must be compelling, it is best to combine a logo font and some other simple font such as. Arial or Calibri providing other information.

Brochures and catalogs are materials where multiple fonts can also be used. As more extensive promotional material, brochures and catalogs can be printed with more than two fonts, which again need to be systematized and styled in some way. The letters can be bolded or underlined in the headings, and in the rest of the text some classic font like Times New Roman can be used again.

Any recommendation for using a font is welcome, and it can help you decide more easily by using someone else's experience. However, despite all the recommendations, it is important to pay close attention to the overall visual design of one brand and to choose a font that will not bounce from the image and generally the story that goes with the product or service being marketed online. You should always check and determine how the font looks in combination with other design elements on paper, how it looks on the screen, and only after a test, make a final decision.

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