How to Choose a Typeface

Typography plays a huge role in brand communication, it adds a lot of weight to what you are trying to convey. Understanding the factors that comes into play when choosing a typeface is important to pick the right one.

The more choices you have, the harder it is to make a choice, because when presented with many options, we usually fear making the wrong decision, and when it comes to typefaces there is an abundance of fonts that you can get lost, so how do you filter this huge number of fonts and choose the right one for your project.

In this blog article I talk about the mains factors to consider when choosing a typeface.

Example of testing a typeface, this is isn’t an universal way to test fonts, your settings might be different.

Display or Body Text

Before choosing a typeface, you need to know where will you use your typeface, is it for display or for body text?
Each typeface is designed to work in a certain context, some are made for long reading at small sizes and some are made for big headlines and short text.
Choose accordingly.

Understanding the brand and the audience

Typefaces help communicate your brand’s personality, helping your audience know that you communicate in the same way and that you have common interests.

Knowing your brand attributes will help you choose a font that exudes such attributes, for example: trust, friendliness, boldness.

Distinctiveness

Brands want to be remembered and distinctive, there is a lot of fonts that are overused or are simply not used in the right context that they loose their appeal. If you have tried many fonts and don’t get what you are looking for, you can hire a typographer who will design a custom font depending on your needs.

Uber Move, a new custom typeface for the rebrand of Uber.

Print, Web or Other Media

What media do you need the typeface for? Is it for Print, Web or something else? Make sure that your typeface is available and works well across all required environments.

Experiment

The best way to choose a font is to actually try the most promising fonts and choose the one that is most appropriate. Trial and error remains the best strategy.
You will also need to cultivate a good knowledge on how good fonts are made and keep yourself updated on the latest new quality fonts so you can use them in your project when the opportunity arises.

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