The Tribune

By Deidre M Bastian

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

Yet it was not that long ago that a font was known as a specific set of movable metal type, rather than a funny name in a software program’s drop-down menu. Well, although our design methods have come a long way, navigating the modern process of choosing and using fonts can sometimes seem almost as difficult and complicated as the days of metal typesetting and printing presses.

You may have heard the text you use in design projects referred to as ‘fonts’ or ‘typefaces’, and wondered if the two terms mean the same thing. Technically, and historically (in terms of typesetting), they are different. Yet today, they are 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 to selecting an outfit to wear. And it is 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, your personality, your socio-economic background, your age (or the age you wish you were), or the kind of impression you want to make.

Different occasions and situations call for different apparel. You would not wear a bathing suit to a job interview, and nor would you wear a suit and tie during your vacation on the beach.

There is an element of appropriateness to consider. Think about what your clothes do for you. Font choices serve the same purpose in a design. Is your font saying “beach vacation”, when it should be saying “job interview”? Do the elements of your font “outfit” clash, or do they complement each other? Are they effectively communicating the qualities you 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.

Your first concern in choosing a font for a project should be that it matches the message or purpose of your design. This is important because every typeface has its own mood or personality. Maybe it is serious, casual, playful or elegant. You will need to determine what a particular font is saying to you, and whether that fits with your design.

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

If you find yourself getting off track, just ask yourself this question: Does this font support the qualities of my brand or complement the purpose of my design? Until we meet again, fill your life with memories as opposed 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 co-ordinator 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.