Typography Essentials

THE LETTER4 Emotional content implied by the text

LETTERFORMS CAN AMPLIFY the emotional weight of the text. The delicate tracery of a flowing italic might best convey a poem about nature. The chest-thumping proclamations of a heavy slab serif might punch up a political pronouncement. The rational intellectualism of an old-style typeface might add credibility to a well-reasoned debate. The proper choice of typeface is therefore essential to the tenor of the message, and it may add to—or, if a poor choice, may detract from—the believability of the text.

Other factors play into emotional content. Rounded shapes and lighter weights might convey a more feminine touch, such as those used on most cosmetic packaging. The opposite is generally true for ...