The Power of Fonts

For us audio-visual types, choosing the right font can be a daunting task and yet, it has the power to set the right tone for our projects. As graphic designers, we know just how important getting all the elements right can be in delivering a powerful message which conveys the correct emotion. With all the fonts out there, it’s hard to determine which one’s our best bet, so it’s important to understand each font and its ability to attract attention or express emotion.

The Variety of Fonts

When it comes to fonts, there truly is a sea of varieties to choose from. Whether opting for a modern-looking script font or something vintage themed, chances are that someone has already created it. That said, some fonts are considered more “professional” than others and can be used to convey authority and trust as well as showcase a brand’s professionalism. It’s also important to consider the context in which the font will be used, as serif fashion can be used for extensively for long-form copy, such as magazines and newspapers, while sans-serif fonts are popular choices for digital designs.

Using Fonts Effectively

The type of font you select needs to be examined through both an aesthetic and functional lens. Are you going to be conveying a positive or negative message? An upbeat font can set the tone. Or perhaps you need a font that your target audience is familiar with? Just as a business might choose to use a certain font to signify its brand, a designer must ensure that their choice of font conveys the intended message and look. In addition to the visual effect, designers should also understand the spacing of the font and how it visually “talks” to viewers (i.e. how it fits on a page, overlaps elements, etc.).

Fonts are powerful tools which help to create stunning visuals and get across a desired message. While the choices can seem overwhelming, careful consideration of a font’s purpose, desired emotion, and context can help determine the best one for your project. It just takes a bit of thought and experimenting to get it right.