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All you need is fonts… ops LOVE!

Typography is all about perception, emotions, recollection of thoughts, feelings and ideas.

It is astounding how much we are surrounded by brands, trademarks, logos, symbols and smart typography tricks. It happens very often that one small detail on a font can change the face of a logo, a billboard or even an entire publication: that little small detail is called typography, and you will receive some precious insights, so you will be free to choose and play with your typography, fully aware of how and why!

At double-id we are all typography lovers. When we talk about it, there are two terms that are used a lot: typeface and font. Long story short, a typeface is a specific design of an alphabet. The font is a typeface, with a style and size.

Each of us is constantly “feeling” typefaces: a font gives you some emotions, another one the exact contrary, also within the same family of typefaces. Some typefaces just feel right for a certain business: you can’t do anything about it, they just fit perfectly. Some other are leaving us speechless and almost disgusted. This build up the perception of the overall brand, product or service.

The one-billion-euro question: how do you select the right font?

Here a summary table with the main differences between typefaces and fonts, to guide you towards your selection.

One is the mandatory rule: appropriateness. We can be here arguing about serif or san-serif, optimal thickness or how condensed fonts are very difficult to read, but at the end of the day, you need to dress your text taking account of a specific context: dress for the occasion! I can ensure that appropriateness is one of the most stimulating and fashionable concept, indeed when it come to typeface and fonts selection! Every typeface and every font evoke certain feelings, triggering emotions in us. That is perception, the way we regard, understood, or interpreted something. Like selecting your outfit for going out at night or for an interview, the typeface and related font you select can either clarify or complicate your message. Pick the right one that is appropriate for that specific use. What is appropriate? That font capable of reflecting the words within the message you want to communicate, or the sensation you want to transfer to your target.

The hidden question is: what do you want to communicate? Here, I’ve prepared for you some examples to show you how a font selection can be wrong and inappropriate (see 6 photos here under).

Don’t you feel there is something wrong here? It is simply because the font selection does not match with the purpose, with the meaning, with the sensation that the message needs to communicate. And bear it in mind that here we are in presence of a sentence, so you still can get the message out of it: but imagine the consequences on a logo that usually is a meaningless word.

To add additional clarity to this aspect of appropriateness, I also want to show you the same examples, with what we can feel as appropriate: a font selection that matches the idea behind (see last 6 photos)

I hope that was useful to make you feel the importance of typographic choices in your marketing material. Sure, the biggest challenge is pairing typefaces, but this is a story that requires another dainty article!

Tell us – how do you see fonts? What is your favourite one?

by Chiara Lamacchia



Place des Carabiniers 15

1030 Brussels

+32 (0) 2 215 27 17



Rue Maguelone 4

34000 Montpellier

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