Re: favored fonts?

Subject: Re: favored fonts?
From: jimmy -at- breck-mckye -dot- com
To: <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Fri, 21 Sep 2012 10:47:23 +0100

Well, I'd say the process is:

1. Choose the client's typical body copy font they use in marketing materials. If they haven't one, then:
2. Choose whatever supports the client's "voice" best. That will depend on their brand. If you can't choose one, then:
3. Choose a typical standard of the industry if it exists (Univers used to be common in engineering contexts). If there isn't one, then:
4. Choose an extremely common body font. Like the dreaded Verdana.

Sans-serifs to think about for steps 2 and 3 include Frutiger, Trebuchet, Lucida Grande, Johnston, Vegur, the aforementioned Univers and Myriad Pro. Only you will know which one suits best.

You might want a paired heading font, too. I might suggest a chunk serif for more modern brands, but that could sent the wrong message. If you're using a quite rounded sans, then a harder-edged serif is the way to go. If you're using a lighter or condensed serif for your body copy, you could probably bear something less intense. But I wouldn't pair a 'rich' body font with a 'light' heading font, else the visual hierarchy is lost.

On 2012-09-20 16:17, Becca wrote:

I'm putting together a couple of quick reference guides that will be
delivered as pdfs which may, or may not be printed. The client has
expressed a slight preference for sans serif fonts, because they look
more modern. The client also wants things to "look pretty". What are
some good, readable sans serif fonts (other than Verdana and Calibri)?
do you have any favorite fonts you like to use? (I gather these guides
may also be used as marketing tools, which is why the "looks pretty"
requirement.)

Thanks,

Becca

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References:
favored fonts?: From: Becca

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