Consider typeface when working on your printing
December 29, 2011 by James
Alan Haley, Director of Words and Letters at Monotype Imaging, has some interesting points to say when it comes to considering the typeface with your print company for your business card, flyer or brochure.
These are some of the things Haley says clients have said when discussing the typeface for a print job, according to a piece in PrintMag:
‘I’m looking for a typeface to use for a brochure about my company’s line of automated sheet metal cutters – you know, something masculine.’
‘I need a happy font for a party invitation.’
‘I love Zapfino- but I’m concerned that it is too feminine for this project.’
Haley says that typefaces do not have personalities or any other human qualities.
‘Sure, the typeface, ‘Party,’ as a result of its name and distinctive design traits, is used to set lots of invitations and festive announcements. But considering the design as just another ‘party’ face can prevent it from being used in other applications. ‘Party’ is as appropriate for an advertisement for women’s shoes as it is for a brochure for educational toys.’
Haley does concede that a certain amount of categorization is needed but being sentimental about these names and categories is not. You should not assume that certain fonts have genders or emotions.
‘The most valuable typeface categories are based on specific and quantifiable design traits. They are about organisation.’
Haley finishes with this advice:
‘If you really do need a typeface that says ‘scary’ or one that will complement a futuristic poster design, start with the search engines and keywords provided by the font distributors. Then run the resulting typefaces through your own filters by asking: Are the choices fresh? Will they set your design apart? Are they appropriate for your message? Are there better alternatives? After this analysis, choose the typeface that is best for your project. And remember bold is not necessarily for boys.’
Whether your company is in a suburb like Welshpool or a major city like Sydney, be sure to choose the right typeface for your target audience to gain a better response.