Among the hundreds of thousands of fonts that exist, how do you choose one for your printed piece? What factors should be considered? Does font choice even make that much of a difference?

Choosing a font can make your head spin, but it is a choice that should be made carefully. Typefaces have the power to capture attention, instill emotion, and even reinforce your brand message. So, before you start designing, look at the tips below to help narrow down your choices.

• Choose a font that is legible and easy on the eyes. It should be easy to read, and the type should not overpower the text. If the type calls more attention to itself than what the text actually says, what’s the point?

• Consider the fonts readability. Readability refers to how the groups of words are arranged on a page. Factors that contribute to a font’s readability are letter spacing, word spacing, line spacing, and font size. If the words look like they run together or the top line is almost touching the one underneath, consider some adjustments or a new font.

• Design a visual hierarchy. Typically, you will see two fonts used on the same piece of marketing: One for the headline and one for the body text. Choosing two different font weights, sizes, or styles creates contrast between these two elements and adds visual interest. Often, the headline font is more decorative as it’s the most important copy element and is supposed to draw the reader in. While both fonts should be different, you want them to complement and enhance each other.

• Choose a suitable font for the occasion. When choosing fonts, many people make choices on a personal level – something they like or think stands out the most. As great as you think the font is, you need to consider its usage. For example, if you’re designing an invitation for a company party that includes clients, you may like a fun typeface that your think will grab the readers’ attention. But if your company brand is formal, is that font still appropriate?  

• Compare fonts side by side. When you have narrowed down your fonts, compare them next to each other. View them on screen side by side and print them out as well. Printing in black and white will help you focus on the attributes of the font, but if readers will ultimately view your marketing piece in color, print them in color. Color has a major impact on the appeal of one font over the other.

While these tips are by no means all inclusive, they provide a few guidelines to help you make the best font choice for your piece. If you need assistance choosing fonts for your next project, contact the team at Avalon.