TYPOGRAPHY Jessica Chang

Times New Roman Georgia Baskerville Garamond  Respectable  Reliable  Traditional  Impressive  Authoritative Popular serif fonts:  Good Readability fonts  Make the letters flow together  Easier on the eyes Body Text Serif fonts are used for the Body Text Well known in books, newspapers, and magazines Wood, John. "The Best Fonts to Use in Print, Online, and ." American Writers & Artists Inc. N.p., 6 Oct Web. Dejolde, Anthony. "Do Fonts Have a Psychology?" Lifehack. N.p., n.d. Web.

Helvetica Calibri Century Gothic Verdana  Universal  Clean  Modern  Objective  Stable Popular San Serif fonts :  Legibility font  Make the letters flow together  Easier on the eyes Headline Font Often used as the Headline Font Mostly being used in advertisements Arial Wood, John. "The Best Fonts to Use in Print, Online, and ." American Writers & Artists Inc. N.p., 6 Oct Web. Dejolde, Anthony. "Do Fonts Have a Psychology?" Lifehack. N.p., n.d. Web.

Rockwell  Bold  Strong  Modern  Solid  Funky Popular Slab Serif fonts : Dejolde, Anthony. "Do Fonts Have a Psychology?" Lifehack. N.p., n.d. Web. Courier Abrupt Attention-grabbing Suitable for use in body text Popularity on the web headers Good choice for headers, short copy For short copy designed to gain notice without requiring much time to read. "Slab Serif Typefaces." Answers.com. New York Times Company, n.d. Web.

 Feminine  Elegant  Friendly  Intriguing  Creative Popular Script fonts : Dejolde, Anthony. "Do Fonts Have a Psychology?" Lifehack. N.p., n.d. Web.  Calligraphy and handwriting fonts  popular in advertising as a contrast to the neutral fonts invitations, greeting cards, Perfect for invitations, greeting cards, headlines or very short, expressive texts headlines or very short, expressive texts. "Script Fonts." Linotype. Monotype GmbH, n.d. Web.

 Exclusivity  Fashionable  Stylish  Sharp  Intelligent Popular Modern fonts : Dejolde, Anthony. "Do Fonts Have a Psychology?" Lifehack. N.p., n.d. Web.  Eye-catching  Very elegant at large sizes  NOT suitable for large amounts of body text  Suitable either on web or in print  Avoid using too often nice to be able to pick out  and recognize font categories Best to keep them for Headings and Sub-Headings. Farley, Jennifer. "The Modern Typeface." SitePoint. N.p., 3 Oct Web.

Dejolde, Anthony. "Do Fonts Have a Psychology?" Lifehack. N.p., n.d. Web. Wood, John. "The Best Fonts to Use in Print, Online, and ." American Writers & Artists Inc. N.p., 6 Oct Web. Best fonts for PRINT Such as sending out a sales letter or brochure in the mail the print font preferences of three of the copywriting greats: 1)advertising great John Caples liked using Cheltenham Bold for Headlines 2) advertising legend David Ogilvy preferred the Century family, Caslon, Baskerville, and Jenson; 3) direct marketing guru Gary Halbert used Courier in his Sales Letters

Dejolde, Anthony. "Do Fonts Have a Psychology?" Lifehack. N.p., n.d. Web. Wood, John. "The Best Fonts to Use in Print, Online, and ." American Writers & Artists Inc. N.p., 6 Oct Web. Best fonts for WEB A 2002 study by the Software Usability and Research Laboratory concluded that: 1. The most legible fonts were Arial, Courier, and Verdana. 2. At 10-point size, participants preferred Verdana (Times New Roman was the least preferred). 3. At 12-point size, Arial was preferred (Times New Roman was the least preferred). 4. The preferred font overall was Verdana, and Times New Roman was the least preferred.

Wood, John. "The Best Fonts to Use in Print, Online, and ." American Writers & Artists Inc. N.p., 6 Oct Web. Use Arial 12-point size and larger. Smaller than 12 points, Verdana at 10 points is your best choice. If you're after a formal look, use the font " Georgia." And for older readers, use at least a 14-point font. For easiest ONLINE reading

Typography Showcase Presentation June 2014