How To Use Fonts

Presentation is crucial in all forms of communication, particularly in written communication. Unlike information conveyed in person, a written message is fixed and stagnant. Skilled experts realize that it is not sufficient to write well; to be effective, written communication must be presented dynamically. Just as a motivational speaker cannot be inspiring if he delivers his speech in a monotone, the same holds true for written communication. Size matters, as do spacing and color. These elements make up your presentation, which must be persuasive.

What is Font?

Essentially, the fundamental element of written communication is font. Font is the style of your typeface. It interfaces between your ideas and your readers. Is your font bold, crisp, colorful, underlined, and big? Is it spaced well? Are you sure it’s even legible? All of these questions are vital and must be acted upon in order to create an effective document.

Why is Font Selection Critical?

When utilized correctly, a font or font combination achieves four goals:

1. draws and focuses attention
2. improves and enhances readability
3. sets your tone
4. projects an image

Font is your first line of defense against reader boredom. It is your first, and possibly your only opportunity to grab your audience, create a positive and lasting impression, and inspire your target audience to read on.

Font Selection Can Help or Hurt Your Cause

Just as your choice of font can highlight and enhance your objective, so too can it work against you. It’s important to keep this in mind so that you may choose your font strategically. The following are some useful guidelines:

1. Upper and Lower Case Use
It's traditional to use both upper and lower case font for typical documents. It's a good idea to avoid using either all upper or all lower case text in any part of your document, as both can be difficult to read. In headings and titles, use upper case lettering when it seems appropriate.

2. Size Matters!
Generally accepted guidelines for typical documents are 10-12 point fonts for the body, and one-half of the primary heading point size for secondary headings. However, be aware that the font on your computer may appear larger than it actually is; it's best to err on the side of larger font, because if it's too small it simply will not be read.

3. Keep it Simple
Simplicity is a virtue in written communication. You want your font to enhance your message, not overwhelm or sabotage it. For the most part you should tend toward simple fonts such as Times New Roman or Arial. These fonts are among those referred to as TrueType, meaning that what you see on screen is exactly what is seen on the page.

4. Be Consistent
Using three or more font styles in the same document is distracting and undermines your objective of highlighting your message. In addition, it appears unprofessional and chaotic. Stick to one or two fonts for your piece and you will present a polished, readable document.

5. Yet Know When to Use Some Variety!
Sometimes it's a good idea to break up the monotony with some variety. Discerning use of occasional bold, italicized or underlined text can help to keep the interest level up and to highlight certain key aspects of your text, such as to signal emphasis, importance, and even inflection. Just remember not to overdo it.

6. Above All, Match Your Medium
There is no one ideal font; rather, font selection should be guided by the unique characteristics of each individual project. These characteristics include the goal, target audience, available resources, etc. of the project. Follow the guidelines, but be flexible. If you feel that upper case font or colorful lettering will enhance a particular message, then go for it! Just be sure to have your presentation match your medium.