1. Aa Hh Xx Yy serif (Times New Roman)

2. Aa Hh Xx Yy Sans serif (Arial)

3. Traditional (like Goudy Old Style) Conservative variation among letters Project an image of solidity and “class” Highly readable Fairly economical Great for body text

4. Modern (like Bodoni) sharply defined serifs significant stress good for a design statement require large type and lots of white space better for headings than body text

5. Slab Serif (like Rockwell) heavy, thick horizontal serifs uniform stroke widths architectural or engineering image project feeling of accuracy and preciseness no-nonsense, not frivolous good with low-res output

6. Rounded (like Souvenir) not pretentious or rigid subtle amount of stress friendly, hometown, personalized image non-threatening

7. Geometric sans serif (like Avant Garde) no stress “constructed” precision strong design statements harder to read than sans serif contemporary image headlines only

8. Open Typefaces (like Colonna) outline look (inside not filled in) reduce visual weight avoid dominating page use sparingly! terrible for body text

9. Novelty (like Matisse) break all the rules of typography fun great for “comic relief” or design accents Terrible for body text not so good for all headings in a doc, either

10. Headline (like Eras Bold) very, well, black large, dramatic make a strong impression on the reader suited for headlines only