Fonts are A big deal with clients. Little does the average consumer know. Believe me when I say a great deal of angst goes into worrying about getting the font correct. Often I stress more over the font than I do the design. There is a very fascinating website I like to frequent. It gives the low-down on fonts in use today....what's popular...what's not. Over at www.fontsinuse.com I read an article by Sam Berlow entitled The Typographic Monotony of American Retail. I had to laugh because I try to shake things up with fonts and I almost always get told to pull back. Here is a portion of what Sam wrote:
So...maybe I'm just a design nerd, but I find www.fontsinuse.com very fascinating. Go check it out and you'll see what an important role fonts play in advertising and packaging. Be sure to click on the individual boxes/pictures that pop up and you'll find some interesting articles on how successful the fonts are in conveying a feeling or message. Fun stuff. Oh and I've had products in several of the stores listed and there is a certain amount of font angst (yes, they are Helvetica people) but by and large the products placed in their stores have more freedom fontwise than the advertising they use to promote the stores. Still...I'm beginning to know what I can and cannot get away with with each retailer.
