Whether you’re designing the poster for a new blockbuster movie or advertising colocation facilities, (for example, the Vancouver colocation center), your choice of font can make or break the reception of your communication. Here are few factors to consider before choosing a typeface:

Distance

The medium in which a font is going to be used has a lot to do with its value. Different considerations go into choosing a font for a billboard than for a mobile device. In this case, it’s matter of distance. Certain fonts work better from long distances, a prime example being Univers. Another thing to consider is x-height, which ensures that the bowl of the letter is at least 2/3rds the height of the stem. A higher x-height will make a font more readable from greater distances.

Size

Size matters. Gotham, for example, can also be read in small sizes. Georgia, because it works well in both small and large typefaces, is sometimes used to replaced Times New Roman. Verdana works well on websites because it has no serifs and its letter spacing is relatively loose. With regards to the size of screen, the main practical consideration is to be sure your font is web-safe. If readers can’t read your text, they’ll leave in a jiffy. Standard web-safe fonts are Arial, Verdana, Times New Roman, and Tahoma.

Aesthetic

Some fonts are used to enhance the stylistic value of a composition. For example, the antiquated feel of Garamond worked well for the Harry Potter books. Or, if you’re looking to impart the aesthetic of a newspaper you might want to experiment with Franklin Gothic. Also consider that not all fonts are meant for long chunks of text. Sometimes you need a font that can spice up a header, such as Trebuchet MS, or the sans-serif calligraphic ease of Lucida Grande. Other examples include the slab serif style of Rockwell.

Utility

Some fonts are just standard for certain types of documents. For example, if you’re writing a screenplay, it’s almost universally agreed upon that you should use courier. In general, with font you want to be safe, not sorry. For other documents, it’s hard to go wrong with Helvetica or its cloned brother-in-law Arial.

Consistency

Don’t go changing your font on a regular basis and don’t use more than two. One font for your main text and one for titles, headlines, or subtitles. Any more than two fonts and you risk disorienting your readers. Don’t make these two fonts too much alike either—that can be disorienting as well.

Other general tips

• Avoid over-used fonts like Impact and Comic Sans.
• Make sure you’ve seen all the letters of a font. Your new typeface may work perfectly until you’re leafing through the printed memo that’s due in five minutes and discover the demented Q that could ruin your life.

Most people have come to appreciate the importance of font in all manners of design and business. It can critically impact how consumers react to your product. Web designers especially must grapple with typeface issues on a daily basis. Know the general rules, and mind your p’s and q’s.

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