The three most important decisions when setting up the fonts that will work best for your print 
marketing campaign are color, sizing, and typeface. How do you know which direction to take when there are so many options available? It can be tempting to go big, bold, and wild to set yourself apart from the competitors, but how do you know when this is a good idea—if ever?
3 Tips about which Fonts will Work Best:
Typeface - Times New Roman, Helvetica, and Arial are the three most popular typefaces for print marketing. This is the result of a variety of recent research that has shown that these three typefaces are the most successful at attracting and retaining customer attention. They are classy and contain just enough style to be visually interesting, but are subtle enough that they will not detract from the message. With print marketing, fonts that will work best need to be easily readable.
Sizing – Did you know that 95% of the population aged 35 years or older requires reading glasses? You have to keep in mind that different age groups can see different font sizes with ease, or difficulty, depending on your perspective. A good rule of thumb is to never use a font size smaller than 8 point. Your company name and headline should be larger, and also bold. You want to balance being able to fit all of the necessary information in one place without any of the text seeming cramped. Bigger fonts will work best for most important information that you want the reader to see first.
Colors: You first need to determine whether you want to choose a monochrome color scheme or prefer to use some color. This decision is based on the tone of your advertising campaign—is it more classic and professional? Is it fun and flirty? Restaurants, clubs, and parks generally go for color schemes because they want to come across as warm and inviting. On the contrary, art museums, car dealerships, and business offices often prefer to use black and white text because it can be seen as more subtly stylish with maturity.
Chris Lewis of Conquest Graphics points out that, “Many graphic artists use a ‘rule of two’ which includes, in part, never using more than two colors of font in one piece of advertising.” This comes down largely to personal opinion and can be discussed with a graphic artist if you choose to hire one—depending on your level of comfort this may be a good choice. Make sure that you choose darker colors on a white background to stand out. Remember, the fonts that will work best are easily readable.
The Fonts that Work Best are the ones that are easily Readable
Conquest Graphics is a full service printer with a graphic design department to help you with all your print and marketing needs. For more information and resources, please visit www.conquestgraphics.com
