Typography is a powerful tool. When used effectively, the right font commands attention, elicits emotions and above all, creates a voice. It’s why typography is such an essential component of our brand’s visual identity.
How to choose a typeface
Legibility refers to the design of the typeface — the width of the strokes, whether or not it has serifs, the presence of novel type design elements, etc. It is easy to tell one letterform from another in a legible typeface.
- Choose typefaces with conventional letterforms.
- Choose typefaces with generous spacing.
- Choose typefaces with a tall x-height (the height of lowercase letters in relation to uppercase).
How your typeface is set, combined with the basic legibility of the typeface, yields a certain level of readability. In most cases, communication comes before style — form follows function — so resolve readability first.
- Choose typefaces that were designed for your purpose. If a typeface was designed for signage, it probably isn’t going to work well set as the body copy of a book.
- Align text to “ragged right” for comfortable word spacing online to avoid “rivers.”
- Make sure the leading (the amount of space between lines of text) is greater than the point size of your typeface.