Choose the right typeface
Choosing the right typeface can set the tone of your message. The choice shouldn’t be made based on which fonts you “like” because often your audience won’t “like” it as much as you do. It isn’t hard to choose an appropriate font. You only need to ask yourself two questions:
1) Who is my audience?
2) What is my message?
One example I want to mention is a local furniture store that uses Comic Sans liberally throughout their TV commercials, signage, etc. They specialize in wicker furniture for indoor/outdoor patios and sun rooms. I would guess their audience is older wealthy people and probably mostly women who like to decorate. Their message is that they have quality furniture at fair prices. Can older wealthy women who are shopping for furniture relate to Comic Sans? I doubt it. Comic Sans implies comic books and/or children. I doubt their audience is interested in comic books and if they have children they are probably adults. Maybe a more traditional, serifed font would be a better choice?
