Here's the best example I can give (I've tried thousands of them and everyone seems to understand this one): Helvetica is the typeface used on IRS forms.By Daniel Will-Harris Type is important because it's an unconscious persuader.It attracts attention, sets the style and tone of a document, colors how readers interpret the words, and defines the feeling of the page--usually without the reader recognizing a particular typeface. Change your typeface and you go from casual to formal, silly to serious, staid to stylish, old fashioned to modern. You'd dress your best if you were going to an important meeting, and your documents need to be well-dressed, too.Type can reinforce your image as a company or an individual.If you use it consistently enough, people will start to associate you with certain typefaces.But here's what it's all about: Type can be beautiful and decorative--but if type calls undue attention to itself or makes it more difficult to read the text--then it becomes self-conscious and distracting--like bad movie direction. The most common question I'm asked (besides "if you were a tree, what kind would you be (the answer, of course, is "Pecan") is "What font should I use?Of course, some people will love this and tell you how brilliant you are--but they won't read the text. " And the answer is "It all depends." The most important point you need to realize about type is that it's emotional.There are entire books about using type (I've written several).
No, it's not going to get all weepy after watching Out Of Africa unless you printed it on an ink-jet printer and you're watching the movie in a convertible at a drive-in on a rainy night.Type is emotional on a subliminal level because of the connotations it conveys.They might find themselves thinking of you when they see that typeface, without knowing why. Type has an effect on you even if you don't consciously notice it.You can use this power to your advantage to attract attention, strengthen your message, and improve your image, or you can overlook it and work against yourself saying one message with your text while conveying another with your font. Communication means relaying information about our logic and emotions to others.
The better you learn to communicate, the better others will know you, and the better you'll know yourself because logic, emotion, and about 98-percent water are what you're made of. The right typeface can encourage people to read your message.The wrong typeface or bad typography can make your message go unread.