Guide to Professional
The correct use of fonts is one important factor to take into account when you want to deliver information in an appealing way. When choosing a font you have to consider, who your audience is, what your message is, what medium you're using and the emotional reactions and they psychological perceptions it conjures.
Sans Serif Fonts
Ab Serif Fonts
Letters with short lines at the top and bottom.
Formal, classy, quaint, engaging, and traditional.
Used in elegant or classic designs.
Most suited for print purposes.
Arno Bodoni Caslon Century Garamond Georgia
Palatino Linotype PERPETUA TRAJAN Times New Roman
Ab Sans Serif Fonts
Without the serifs
Informal, playful, youthful, and accessible.
Most suited for digital purposes.
Creates clean body copy and headlines.
Arial Calibri Century Gothic Corbel Franklin Gothic
Futura Gill Sans Gotham Helvetica Verdana
Ab Script Fonts
Looks like handwriting.
Casual, charming, relaxed, and inviting.
Not recommended for body copy.
Good for digital printing.
Used in wedding invitations, greeting cards, and other personal correspondence.
Wedding Invitations & Greeting Cards
Palace Script MT Vivaldi Freestyle Script
Buckham Script Pro Vladimir Brush Script Std
Monotype Rage Script MT Segoe Print
Ab Decorative Fonts
Fonts that don't belong to the aforementioned types.
Custom made and visually/aesthetically driven.
Suited for headlines but not body copy.
Informal, Customized & Original.
Customized & Original
Algerian Banda Bauhaus Broadway Comic Sans Ms
Hobo Std Jokerman Playbill Ravie Stencil
Should allow easy reading.
Standard spacing for large blocks of text
30-60% of the font size (12 px font size = 4-6 px spacing)
Should improve text readability.
Shorter lines are more reader-friendly.
Too short can be distracting to readers.
# of characters
0 Recommended practice: 45 to 65 characters/line (7-10 words)
The metaphorical road that allows readers to navigate the map of the design.
De-clutters the design.
People read from top to bottom
Content should allow vertical fluidity.
Readers should feel a rhythmic flow from the headline all the way to the page's footer.
Achieves a scanner-friendly design.
Vertical emphasis is created, with top to bottom contents offering page outline/overview.
Principle derived from vertical rhythm.