Choice of proper fonts is very important for delivering information in an impressive manner. During selection of font we have to bear in mind type of audience, what is the communication, medium used, emotional response and psychological aspects.
Mainly four types of fonts are used. They are Serif fonts, Sans Serif fonts, Script fonts and decorative fonts.
Serif fonts contain letters with short lines at the top and bottom. They are for formal, classy, quaint, engaging and traditional styles. They are most suited for printing.
Sans Serif fonts are without the serifs. They are used for informal, playful, youthful and accessible styles. They create clean body copy and headlines and are most suited for digital purposes.
Script fonts look like handwritten. They are casual, charming, relaxed and inviting. They are good for digital printing and are used for wedding invitations, greeting cards and other personal communications.
Decorative fonts are custom made and visually/aesthetically driven. They are informal, customised and original and suited for headlines.
Other guidelines for typography are given below.
Line spacing should facilitate easy reading. Standard spacing may be 30 to 60% of the font size.
Line length should improve readability. Recommendation is 45 to 65 characters/line (7 to 10 words).
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