Rule No. 1 in designing an ad
get the type right
Designing an ad or other promotion piece is like planning a menu the
elements should cohere, not clash. Bear in mind a few rules of typeface,
or font, selection culled from Dynamic Graphicsmagazine.
- Different typefaces speak with different voices. Script sets an elegant
tone, for example, while a bold sans serif font sends a no-nonsense message
(serifs are the fine lines that finish off the main strokes of a letter).
- Typefaces with "strong personalities" shouldn't be mixed.
If your headline font is very distinctive or bold, choose a more subdued
face for the body text.
- Combining a serif headline typeface with a sans serif text typeface,
or vice versa, can help you achieve a balanced look. But remember that
a large amount of san serif type is hard to read.
- Don't use headline and text typefaces that are similar but not identical.
They'll look mismatched, like a suit made of two slightly different shades
of fabric. Instead, aim for contrast by choosing distinctly different fonts.
If you want the same typeface for the headline and text, use a bolder version
of the typeface for the former and a lighter for the latter.
Copyright © 1998 by Bond Communications.