Re: favored fonts?

[jimmy -at- breck-mckye -dot- com]

Well, I'd say the process is:

1. Choose the client's typical body copy font they use in marketing 
materials. If they haven't one, then:
2. Choose whatever supports the client's "voice" best. That will depend 
on their brand. If you can't choose one, then:
3. Choose a typical standard of the industry if it exists (Univers used 
to be common in engineering contexts). If there isn't one, then:
4. Choose an extremely common body font. Like the dreaded Verdana.

Sans-serifs to think about for steps 2 and 3 include Frutiger, 
Trebuchet, Lucida Grande, Johnston, Vegur, the aforementioned Univers 
and Myriad Pro. Only you will know which one suits best.

You might want a paired heading font, too. I might suggest a chunk 
serif for more modern brands, but that could sent the wrong message. If 
you're using a quite rounded sans, then a harder-edged serif is the way 
to go. If you're using a lighter or condensed serif for your body copy, 
you could probably bear something less intense. But I wouldn't pair a 
'rich' body font with a 'light' heading font, else the visual hierarchy 
is lost.

On 2012-09-20 16:17, Becca wrote: