As important is the format, the colors as the typography in a design job. And as we all know by now, use the typography comic Sans not very accurate. Depending on the work model you run, one or the other will be more successful. This is due to the image we want to give of the brand we are representing.
A typeface for a fast food restaurant will not be the same than for a flight company. Some will have more vitality, others more strength or they will also need to be Cursive or rather more orderly. We are going to give here some of the best tips to choose the perfect fonts for the different projects we have.
The personality
As we have said in the introduction each one will have a different personality. Google will want to differentiate itself from Coca-Cola, just like Creativos Online iPhone News will do it.
Before starting a project, let's think about values and words that describe the feeling of what we want to create. For example, will the design be friendly, smart, or safe? Focused for all types of public or for a specific one? Limit yourself to three traits to get a clearer idea of the direction your source will have. A friendly font can be rounded and really legible. An insurance can be angular.
Consider performance
It is always worth making sure that the chosen font is safe for the web and can be rendered perfectly in a browser. If you're using a good font library or web-safe font file (OTF), our font must be network-safe.
The second element to consider here is performance. Using a library like Google Fonts or Adobe Typekit ensures that everything is fixed and that you can expect good performance. When you download it from a web font make sure it includes all the characters you might need in the future. If you limit yourself to only letters and numbers you may need to create exclamation marks or different variants that are missing from the font package.
Rigorously test
Always test your type in forms that are relevant to the project. You don't know if a typeface will work until you've seen it at the correct size and if the spacing works. You need a realistic idea of what it will look like, which you often won't get from fake Latin.
Visual and tonal direction
Visual direction is largely the font and how it looks, while the tonal is the arrangement of words to form a message. Both elements must harmonize and sympathize with each other. Let's use the values that we decided before, to understand what a source really says and what a message looks like when you compare it to what is written. The correct font can amplify words in this way, which is why the visual characteristics of a font are important for the relationship to work.
Some of the characteristics to consider are the weight, roundness, length, and the way the font flows from letter to letter. They may be torn between serif, sans-serif, dash, or even hand-drawn styles. Each personality of a font will help to evoke a feeling or message.
The typeface around us
Typography is everywhere. The more you start to notice it around you, and decide what you do and don't like, the more wise decisions you can make when choosing a font. As a designer or hobbyist, you must be aware of the typeface around you at all times. It can't be something that's on our mind only when we really need it. We must see what surrounds us as a motivation to succeed with our project.
Follow the #hasthags on social media, read blogs about fonts, visit the various web fonts and keep your eyes peeled when you go outside. Compare the good work of some with the bad of others, take pictures and talk with friends comparing failures and successes. The more we notice it at first, the more we will know later when it comes to designing.