Font Perfect: Guide to Professional Typography Usage

Font Perfect:

Guide to Professional

Typography Usage

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.

Basic Typefaces


Serif Fonts


Sans Serif Fonts


Script Fonts


Decorative 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.

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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

Enriching Typography

Line Spacing:

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)


Line Length:

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)

White Space

The metaphorical road that allows readers to navigate the map of the design.

De-clutters the design.

Vertical Rhythm

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.

Vertical Hierarchy

Achieves a scanner-friendly design.

Vertical emphasis is created, with top to bottom contents offering page outline/overview.

Principle derived from vertical rhythm.

Font Perfect: Guide to Professional Typography Usage

shared by optimaltargeting on Mar 25, 2013 in How To


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0 comments introduces an infographic which serves as guide to professional typography usage. It features sections on the basic typefaces, and how to enrich typography.
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