The software that tells your display or printer to show a letter in “Helvetica” is the font.ĭesigners know the difference between a font and a typeface, but most people do not. Technically, a “font” is a computer file or program (when used digitally) that informs your printer or displays how a letter or character is supposed to be shown.Ī “typeface” is a set of letters, numbers and other symbols whose forms are related by repeating certain design elements that are consistently applied (sometimes called glyphs), used to compose a text or different combinations of characters.Īlthough many people would call “Helvetica” a font, it’s a typeface.
Or they could undermine your credibility.īefore we continue, we want to deal with a common misconception about fonts and typefaces.
But as the Larson study showed, the fonts you choose could help you persuade investors and partners to work with you. You might have thought much about the fonts you use in your business plan. For example, If you’re starting your own business and writing a business plan. Larson found that the document with better font choice took less time to read and led to increased cognitive focus and a “stronger sense of clarity.” Some strategies can help you create a more powerful brand identity and marketing messages.įor example, typography impacts how people perceive content.Ī recent study conducted by MIT psychologist Kevin Larson showed subjects two different print layouts: one designed with poor typography and another designed with good typography. The good news is that you don’t need to leave typography (the art and technique of arranging type to make writing legible, readable, and appealing) and the best font to chance.
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