To Serif, or Not to Serif? And that’s just the beginning…

How To Choose The Right Typeface - Social Stylate

How to choose the right typeface for your project

Hello! Julia here, Social Stylate’s graphic designer, and I’m here to talk (type?) typefaces. I have been an artist since I could grip a pen, and a graphic designer since I “artfully arranged” my first tri-fold science board in grade school. Back in the day (aka the glory days of Windows 95), all I had to work with were the 20 or so preloaded Windows fonts, back when Comic Sans was fun and Papyrus was exotic. With the explosion of font availability in the form of type kits and open-source sites, the selection can be both thrilling and overwhelming. With that in mind, I wanted to share my concept/thought process when it comes to choosing a typeface for a project.

When approaching a graphic design project, one of the first questions is almost always which typeface should I use. Then the questions begin… I find that after a few basic questions I generally can find my direction:

How much type are we working with? The first question is always “how much?”. A large body of text in paragraph form has different readability considerations than an event invitation. One design principle that’s constantly scrolling through my mind as I’m designing a layout with type is “hierarchy of information.” This simply means the scale of each element (i.e. type) will dictate its importance. Scale is one of the most basic ways to control your viewer’s eye (and ensure that they see the important stuff first!). Once I know how much I’m working with, I can begin to prioritize the visual information.

Which fonts/typefaces are (possibly) required? Is there branding is being associated with this type? If it is not a standalone piece of work, then there is some creative leeway. If this is for a brand, the “rules” have already been established, and it’s the responsibility of the designer to maintain the visual continuity by using the same font family.

Who is the target audience, and what is the message? The font choice must be congruent to the messaging of the artwork. A PSA shouldn’t be cartoonish, a child’s party shouldn’t be a study in the Bauhaus School of Design. You get the picture.

Where will this be displayed? Will the work be in print, or on the web? Or both? Is the typeface setting the mood with a dramatic headline, or is it supporting beautiful artwork? It may sound a little obvious to say that readability is paramount, but it can easily be lost in translation when artwork stretches across formats and sizes.

I adore an on-trend typeface, and nowadays they are more accessible than ever. However, when it comes to typefaces, the most important thing to me is restraint. Typefaces are beautiful, and some have been around for centuries (see: Garamond, Bodoni, Grotesk), and they shine gorgeously on their own with a little breathing room. Remember, good design is invisible. Happy typing!

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Making Connections with Andrea Tinianow

How many connections do you make in a day? We caught up with Andrea Tinianow at The Mill Space in Wilmington, Delaware to gain insight on being a superconnector.

“We all know superconnectors,” Tinianow says. “They are the people who are always ready to make a match without skipping a beat. Out of nowhere, they might say something like, ‘I know somebody who can help you with that…’ or ‘Would you like to meet someone who is working on something similar?’ or ‘I know someone who would be perfect for you…'”

Join Andrea and other superconnectors on November 2nd Ted X Wilmington Bridge Builders at Theater N.

Andrea Tinianowphoto from Forbes interview at The Mill via Global Delaware

“A personal connection is always best. When you introduce two people who have something in common, you give them a gift of a new opportunity for business, friendship, or romance.” says Tinianow. Tinianow is a superconnector, entrepreneur, Delaware attorney, and blockchain champion.  As Director of Corporate and International Development for the State of Delaware, Tinianow makes multiple connections across the globe daily. Prior to joining the Department of State, Tinianow was Vice President of Business Development and Assistant General Counsel for Corporation Service Company. She has developed several innovative courses and projects and is a frequent speaker and moderator on Delaware corporate law.

Tinianow developed an app called Connector Street, a tool to make introductions instantly, safely and securely. It’s a real-time introduction of two people who don’t know each other… yet. With Connector Street, you can facilitate business relationships, ignite friendships, or spark a romance. Connector Street is a free app available on Google Play Store and the Apple Store. Click here to download the app and start connecting!

“I love being a superconnector… it’s my hope that others will use Connector Street to unlock their own connector superpower.”

You can read more here.

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The Social Scoop

The Social Scoop Welcome to The Social Scoop, a series that shares what’s happening in the marketing world each week. Here’s the latest social media marketing news..

Introducing Shoptagr
This new e-commerce startup gives online buyers a personal shopping assistant powered by artificial intelligence.

Instagram Takeovers
Instagram takeovers are an incredible way for brands, individuals and influencers to collaborate and cross-promote content. Learn everything you need to know here.

Google Photos
Google may be working on another new social app for photo editing and sharing due to the pressue of other large tech companies.

Twitter Takes Action
Since August 2015 until December 2016 Twitter suspended over 600,000 extremist accounts and the number is still on the rise.

Social Media Sharing
Learn about the importantance of social media sharing here.

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