How To Use Fonts
(And Why You Should Care)
FAQs | Glossary Of Terms | How-To Articles
Communication, both face-to-face and in writing,
occurs on two levels: verbal and non-verbal. To
achieve maximum impact, it is essential that this
dual communication consistently corresponds. Think
about it. Would you find a snickering salesperson
persuasive? Would you find a monotone motivational
speaker inspiring? No. Not any more than you find
your state Congressperson sincere. Why? Because
communication is more than just words. Because,
quite simply, presentation matters. In writing,
size does matter. And spacing. And color. And
everything else.
Presentation is crucial to all forms of communication-most
of all when dealing with written communication.
Unlike information conveyed personally, a written
message is static. It must speak for itself. Expert
communicators know that superb content is not
enough. They know that to achieve truly effective
communication one must pay equal attention to
how the content is presented. Contrarily, untrained
communicators don't realize that style can, and
often does, override substance-and corporate trash-cans
nationwide brim with the ridiculed remains of
their ransom-note-like resumes. So how can you
enhance the quality of your presentation? Well,
just like Coach used to tell you-put in your mouthpiece
and start with the basics. And basically, the
fundamental element of written communication is
font.
But what exactly, you might ask, is font? Put
technically, font is the interface between your
ideas and your readers. Put simply, font is the
style of your typeface. Is it big, bold, crisp,
underlined, or colored? Is it spaced well? Is
it even legible? These are all important questions-questions
that any conscientious document creator must answer
and act on. But why are font decisions so critical?
When utilized well, a font or font mix accomplishes
four things: 1) focuses attention, 2) enhances
readability, 3) sets a tone, and 4) projects an
image. Font is your first line of defense against
reader apathy-and your first chance to really
capture an audience, create a positive and lasting
impression, and encourage continued interest.
Remember, though, while font can (and should)
be used for good, it can also be used for badimpressions
that is. Every day, writers discover that font
choice is an excellent opportunity to make a mockery
of their work. This in mind, effective font should
be chosen both carefully and strategically. To
assist, presented here is a brief digest of useful
font guidelines.
- WATCH YOUR CASE
As per tradition, for typical documents you
should use upper and lower case text for the
body of your work. Avoid using all upper or
lower case text anywhere in your document, as
both can be difficult to read. As for headings
and titles, use upper case lettering whenever
prescribed or necessary.
- SIZE DOES MATTER
Generally accepted writing guidelines for typical
documents prescribe the use of 10-12 point font
for the body, 14-48 point font for primary headings,
and one-half of the primary heading point size
for secondary headings. A warning though: font
on your computer screen may appear larger than
it actually is. If you err, err on the large
side. Remember, if your text is too small to
read, it simply won't get read.
- KEEP IT SIMPLE
Simplicity is a virtue in writing. Keep this
in mind when choosing a font or font mix. Remember,
your font is supposed to enhance your message,
not sabotage it. Unless it is truly warranted,
tend toward simple, inconspicuous fonts like
Times New Roman or Arial. Also, these fonts,
among others, are TrueType-this means that what
you see on the screen is exactly what you will
see on the page.
- BE CONSISTENT...
Font is a privilege, not a right. So don't abuse
it by using three or four different styles in
the same document. As a rule, never use more
than two fonts in the same piece. Like the saying
goes: three fonts is a crowd-on your reader's
attention. So once you choose a font, be committed
and use it throughout. Your readers will thank
you.
- ...YET USE VARIETY WHEN NEEDED
Although, in general, font use should be consistent
throughout a project, variety is sometimes needed
to break the monotony. One good way to infuse
diversity into a document is via the use of
italicized, bold, or underlined text. These
highlighting tools, as well as many others,
are properly used to signal importance, emphasis,
even inflection (see paragraph one). But remember,
use them sparingly or don't use them at all.
- ABOVE ALL ELSE: MATCH YOUR MEDIUM
The goal of every project is different; as is
the intended audience, the resources available,
and so on. Accordingly, there isn't one best
font. Rather, it is the characteristics of your
project that determine which font is superior.
Remember, these are just guidelines, not gospel.
If you need uppercase text, use it. A multicolored
paragraph? Do it. Ultimately, the bottom line
is: Does your presentation match your medium?
If it does, bravo. If it doesn't, it better.
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