Serif
typefaces: Stable, Practical,
Mature and Formal
History & classification
 Serif
typefaces are identified
by having little "feet" and
flares from the lettering.
These flares are designed
to make reading easier by
helping with eye flow from
letter to letter and word
to word. The personality
of serif typefaces is being
stable, practical, mature
and formal (according to
a Witchita
State psychology study).
This serif personality is
no doubt attributed to the
fact that serifs are the
only typeface used in all
printing before the 20th
century. Although, in terms
of design theory, it is important
to note that even businesses
that are in sectors that
are traditionally thought
of as being stable, practical,
mature and formal may want
to break the rules to stand
out from the competition.
But beware: You have to know
the design rules first before
you can successfully break
them.
Examples
of industries that might
use serif typefaces in
their design
Financial institutions, established newspapers, candidates running
for public office, a business who is more concerned with being
professional than being perceived as playful. |
Sans
serif typefaces: Contemporary,
playful, clean
 Sans
serif typefaces are simply "without
serif" (sans is French
for "without"). The
existence of sans serif began
only in the beginning of the
20th century, but really exploded
on the scene around the 20s
and 30s. Futura was the font
that really led the movement
and was developed in 1928 by
the German Paul Renner. Like
breaking the three-minute mile,
once the idea of not having
serifs on lettering was introduced,
the sans serif revolution was
everywhere. Since the introduction
of sans serif is so recent
in terms of typeface history,
it is no wonder that the typeface's
personality in design is parallel
to youth; sans serif is certainly
the baby on the typeface scene.
Company
profiles that might use
sans serif typefaces in
their design
Professional but doesn't take itself too seriously. Main product
is on the cutting edge or looked upon as contemporary. |
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