Typography and Brochures: Choosing the Right Fonts
When creating a brochure, you have to be careful which font you select. A typeface that works well on a huge billboard will not necessarily work for your brochure. Brochures have a medium amount of print, more than a print ad and less than a book, so legibility is important, but so are aesthetics. Make sure that the fonts you use are easy to read, but also select a font that looks attractive and fits the personality of your brochure. Here are some tips on how to do just that.
Sufficient Type Family
One consideration when choosing a typeface is the type family. Check to see if the font you like comes in all the variations you will need for brochure printing. If you want to use bold or italic versions, choose a type family that has those actual versions. Do not use the italic and bold functions of your program to change the regular version because they may not translate when sending the design to the printer.
Look for a medium weight font. The weight is the thickness of the actual letter lines. Light weight typeface is difficult to see, and overly heavy fonts are difficult to read in large amounts because the letters tend to run together.
With brochure printing, go for a typeface with traditional, simple letter shapes. If the font looks similar to what people read every day, then people will be able to read your brochure without concentrating too hard.
Comfortable to Read
Type out a paragraph in the fonts you like. Include a header two or three points larger than the body. Look at each paragraph and see if it looks attractive. Also, check for readability. After reading a paragraph, ask yourself if the type was comfortable to read. Some readable fonts are Georgia, Palatino, and Century Schoolbook.
Two or Three Fonts Only
If you use more than three fonts, your brochure will be too busy. Use one font for body text, one for headers, and possibly a third for captions. People like to read captions, so make sure they are readable. In fact, you might stick to two fonts and just use a different color for the captions.
Fonts to Avoid
Stay away from light fonts like Adobe Garamond, Goudy Old Style, and Centaur. Also avoid fonts with overly large x-heights such as ITC Garamond Light and Century Gothic.
The choice of fonts for brochure printing can sometimes go overlooked. Make sure to choose fonts that are readable and appealing so that your readers actually do what they are supposed to do: read your brochure and know how to take the next step.
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