- Typefaces help to share more information: The textbook utilizes the example of a local pub’s street sign utilizing a stylized scripted font. When viewing that at. A glance one may think that the restaurant is high end, fancy, and expensive. When in reality it is a sports pub with loud music and TVs everywhere. If there is a disconnect between the impression of the typeface and the impression of the business, customers can be confused and you may attract the wrong clientele.
- Type is functional and evocative: The mechanics of letter shapes and readability play a role in how fast an individual can obtain information. Type is more than just a carrier of words, but can be an expression of the words written. Typefaces and font families can imply new meaning to text, improve readability, and allow for varying interpretations.
- Type sets the tone: Before one even reads the words on the page, the mind has already come to a conclusion about what is written. Often scene in movie and music advertising, title and headline design is crucial to accurately represent what the movie/music is about. This helps to peak interest of consumers and correctly promote and market.
Marc Gonzalez 