Today’s guest post is from the lovely Laura Huebner of Design Dotted, which is one of my favorite blogs. I have never taken into account that individuals could have their own typographic style. If I were to diagnose myself, I’d definitely say I am a modern slab-serif type of girl. (Hello, Sentinel!) Laura has some great things to say about how she finds her client’s typographic style. Thank you so much Laura for your awesome post!
One of the most challenging, albeit exciting, parts about the design process is selecting fonts and arranging typography for a project. It is the part of the design that tells you the most. Even those outside the design world have heard the horrors of using Comic Sans or the high status of Helvetica.
And here is why everyone should care about typography: typography tells you what a product, a brand, a website, or an event is saying without having to read the copy. Your typography instantly depicts something sophisticated, vintage, modern, child-friendly, edgy, calm, eccentric, etc. Using only one can seem too stark. Using too many can seem too unfocused. Using an unreadable font can spell disaster!
When working with new clients, I often administer what I call a “font test” – a way to gauge what sorts of typography they are drawn to. I can have them answer in a questionnaire that their style is totally “modern and sleek” or “vintage and romantic,” but when they see and subsequently identify the typefaces they are most attracted to, it often tells a more complete story.
As you can see in these images, using the exact same photograph and only changing the typeface, each instantly depicts a different feeling. The script font elicits a classy, more feminine feeling. The serif font indicates sophistication. The dashed script font feels youthful with a friendly demeanor, and the block letters feel more bold and vintage-inspired.
As you think about the story your typographic selections tell, consider it an expression of style! After all, that is what great design is meant to do: tell a great story.
photo via Death to Stock Photo