We all know that what you see visually has an effect on how you feel and what you get out of a message. Guess what - its not just the imagery or the graphic layout of a subject that portrays that feeling, but also your choice of typeface.

Your copy has a huge impact on the emotion and content of a piece. Not just what it says but how it says it. Having the wrong typeface on the headline of an ad could cause readers to just pass it by in a magazine. Having body copy on your website that seems like it’s too type heavy, cumbersome or the font is hard to read, will get ignored. Too much copy or too many variations of fonts, or colors in a single piece will be overlooked. Type to close to an edge or outside of a margin looks “forced” and crammed in.



The qualities and feeling of a typeface can all be attributed to its size, character build, and overall shape, but it can also be in its spacing, alignment or even case. Sometimes you don’t even need a graphic element when designing; you can get away with the type as a graphic element alone. There are literally millions of typefaces and each one has its own unique personality. A few examples that you can portray just about visual connection you want with them:




There is a lot that goes into selecting the right typeface and setting that selection to compliment your brand, to make that ad feel a special way or to make your website more legible. So remember - Don’t forget the type.