Keep your audience in mind and think carefully about them when you start your design process. Can you get their attention to read a lot of text? Where will your sign be located? Is it going to be at a busy street where drivers are rushing to get to work or next to a cash register where your clients will have time to read it?
With the thousands of available fonts, try to keep the following in mind as you are making decisions:
- Serif fonts, such as Times New Roman, are usually perfect for brochures, newsletters and business plans.
- Sans Serif fonts are easy to read with large size text.
- Script and Cursive fonts are perceived to be stylish and used for invitations and place cards.
- Text fonts are the most difficult to read.
- Novelty fonts can work either way depending on how you use them.
Another element to think about is the use of capital or lowercase letters. The use of all capitals might project yelling. A combination of capital and lowercase letters should be the easiest to read.