- Law 32, use typefaces that reinforce
a document's mood.
Choosing a typeface for a particular document can be
daunting and sometimes feel a little overwhelming.
You probably have quite a few typefaces
that are installed on your computer
and as you probably know, there are hundreds
and thousands more that can be purchased or even
some downloaded for free from some websites.
Many people feel overwhelmed
by this large number of choices and lot of people
end up using the same typeface over and over and over
for every document that they create.
It's great to have a few favorite go-to typefaces,
but it's also really important to remember
that your favorite typefaces may not always be
the best choice for every document that you create.
So, where to begin?
It's important to think about the type
of document that you are creating.
Realize that documents have moods and personalities.
Documents can be playful, serious,
angry, modern and so on.
You really want the mood of the document
that you are creating to be appropriate for the
document's audience, purpose and message, right?
Well, the typeface you use is a really important
part of creating and communicating a document's mood.
Because typefaces can also be playful, serious,
angry, modern and so on.
Once you understand the mood of the document
that you are creating, you should choose
a typeface that reinforces that mood.
Here are three different party invitations.
What would you assume about each
party based only on the invitation?
This first party seems like it would be
a little conservative and possibly business-like.
This party seems like more of a casual-type get together.
This third party has definitely
more of a fancy, formal feel to it.
Now, notice that the invitations are all exactly the same,
except for one thing and that's the typeface choice.
We're assuming information about each party
based solely on the typeface
that was chosen for that invitation.
It's really important that the personality
of the typeface we choose, matches the personality
of our document, which matches the personality
of our event, or our company, or our brand.
Let's look at a few more examples.
When you see this typeface,
do you think research paper or wedding?
Probably wedding.
When you see this typeface,
do you think kid's birthday party or business brief?
Probably business brief.
How about this typeface?
Would you expect to see this in
a comic book or a medical journal?
Probably a comic book.
When you're trying to choose an appropriate typeface
for a document, first, think about
the personality of the document
that you are creating and its message.
Once you have a clear vision of these things,
scroll through the typefaces on your computer
or an online typography website and ask yourself,
what does this typeface remind me of?
Or how does it make me feel?
The answer to those questions can help you
match the personality of your typeface
to the personality of your document.
It's really important not to over-analyze here.
You want to choose just one or two words
to describe each typeface, go with your gut reaction
and then move on to the next.
Let's summarize.
By using the same typeface for
every document that you create, you're missing out
on using an important communication cue.
Your documents have moods and personalities
and choosing a typeface that reinforces
a document's mood is important.
The right typeface can help instantly convey a
document's mood or personality before any text is read.
That's law 32, use typefaces that
reinforce a document's mood.