How To Choose A Font — A Step-By-Step Guide

Designer Douglas Bonneville’s article ‘How To Choose A Font — A Step-By-Step Guide’ in Smashing Magazine describes and outlines  a method of selecting and using the right font for any given project.

The article focuses on the principles and styles that good designers follow when choosing a typeface, and how those principles can be applied in design projects, such as my own work.

Legibility and readability

The first consideration in designing a typeface is legibility. Some people have a very difficult time reading small, or even, fine print. It’s important that communication comes before style, or in other words, that the message of the text is not compromised because of a stylistic choice. It’s also important to consider readability. Some people have a very difficult time reading large blocks of text because there’s not enough spacing and line breaks. It’s very important that communication is clear before style is applied. These are aspects of good communication that the designer must pay close attention to in order to avoid what can be a frustrating experience for the reader.

Aesthetics

Typography is all about balance, so aesthetic considerations come into play when choosing a typeface. These include aspects such as symmetry, balance of weight and width of characters, as well as consideration of the space around the characters. The designer will consider these aspects to be sure the typeface is balanced and aesthetically pleasing. It’s also important that the typeface should conform to the aesthetics expected by the target audience. For example, a designer creating a book for children might choose a more cartoonish typeface than a designer creating a poster for a rock band. A knowledge of the target audience will allow the designer to make better decisions about the appropriate typeface to use for the project.

Mood

Designers must also consider the mood of the piece. Some moods are more suitable for certain typefaces than others. The designer might choose a more structured typeface for a business document, while going for a more relaxed typeface for a poster or article. The designer might also choose a more decorative font for a flier or brochure.

The example below shows how the meaning of the phrase ‘kick back and relax’ can be changed by altering the spacing between letters, its readability, typeface, character thickness etc. to create a different mood. Mood can be defined in many ways: the subject matter, the culture or region of the reader, and the style and personality of the designer.

In the end, the designer will consider many factors when deciding on a typeface. Choosing a font boils down to the following:

• Legibility: Does the text read easily and without strain?
• Aesthetics: Does it look visually pleasing?
• Mood: Does the text convey the intended message?

Reading this article, I have gained more appreciation for the different ways typography can be used to express different meanings, even when using the same text. This research will be useful in helping me choose my own typeface for my immersive prototype website but also future projects that I will work on.