The Tribune

Imagine hauling around heavy boxes of metal type, a different set for every typeface and having to assemble your text letter by letter in order to design a document. Certainly that seems a world away from our point-and-click, instant world of digital design.

Moreover it really wasn’t too many years ago that a font would have been known as a specific set of movable metal type rather than a funny name in a software programme's drop-down menu. Well although our design methods have come a long way, sometimes navigating the modern process of choosing and using fonts can seems almost as difficult and complicated as the good old days of metal typesetting and printing presses.

By the same token, you may have heard the text you use in design projects referred to as both fonts and typefaces and wondered if the two terms mean the same thing. Technically and historically (in terms of typesetting) they’re different, but today, they’re often used interchangeably. So let’s first ask the big question what is a font or a typeface?

• The typeface is the design; the font is how that design is delivered.

• Typeface + style + size = font

• A font is what you use; a typeface is what you see. No need to worry about the differences.

Why do font choices matter?

Designers have been known to compare choosing fonts for design projects with choosing an outfit to wear. And it’s an apt analogy. Think about what your clothes might say about you: based on what you wear, people might rightly or wrongly make assumptions about your style, personality, socio-economic background, age (or the age you wish you were), or the kind of impression you want to make.

Subsequently different occasions and situations call for different apparel. Actually, you wouldn’t wear a bathing suit to a job interview; nor would you wear a suit and tie during your vacation on the beach either?

Nonetheless, there’s an element of appropriateness to consider. Think about what your clothes do for you, font choices serve the same purpose in a design.

Do you know fonts actually talk? Always try to determine whether your font is saying “beach vacation” when it should be saying “job interview”. Ask yourself does the elements of my font “outfit” clash, or do they complement each other? Are they effectively communicating the qualities I want to project? These considerations are part of what makes choosing fonts such an important part of the design process, one that should be approached thoughtfully.

Ultimately your first concern in choosing a font for a project should be that it complements the message or purpose of your design. This is key as every typeface has its own mood or temperament. Maybe it’s serious, casual, playful, or elegant. You’ll need to determine what a particular font is saying to you, and whether that fits with your design.

With this in mind, try not to give viewers an excuse to make inappropriate assumptions about your brand or business. Bad typographic choices always distracts from a design’s message and intentions. Hence if the characteristics the font is communicating don’t match the message of your overall design, then there will be a visual disconnect for the viewers or users of your design.

Remember if you find yourself wondering or confused regarding font choices; simply ask yourself this question: Does this font support the qualities of my brand or complement the purpose of my design? If it does not always match another fit that won’t weaken your communication. Until we meet again, fill your life with memories as appose to regrets. Enjoy life and stay on top of your game!

NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST: Deidre Marie Bastian is a professionally trained Graphic Designer/Marketing Coordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of The Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.