Each typeface has a personality. 1
Some are fun and playful, 2
some are strict and blunt, and some feel academic and fancy. A personality of a typeface is as important 3
as choosing the right outfit for the right occasion. 4
You don't want to be wearing cargo shorts on a date in a fancy restaurant. 5
For example, a typeface called Proxima Soft would be very suitable for a winter holiday page, but would 6
be completely out of place on a page, that sells luxury office space. 7
Why is this the case? 8
Because Proxima Soft has a casual and friendly personality. Just like the name hints, 9
the letters are soft and rounded. 10
They look sort of like they were made of snow. 11
It will be suitable for websites that are related to holidays or children, casual food maybe. 12
For websites that want to feel friendly and approachable. 13
Why doesn't it work for the luxury real estate website? 14
For starters, the photo tells us a lot. 15
You see that strict rectangular architecture, that is already dictating the mood of this composition. 16
It's asking for something strict and straight. But, more importantly, it's the context. 17
Luxury is the keyword and there is nothing luxury about Proxima Nova Soft. On the other hand, a typeface 18
called Bodoni would be an excellent fit for this page. 19
It's a classic looking typeface. 20
It looks serious, strict and fancy, yet modern. 21
Exactly the words you would use to describe luxury office space. 22
But how can we tell, 23
what's the personality of the typeface? 24
Actually, it's not that difficult. 25
There are certain classifications that each typeface falls under. 26
Those already tell a lot of story about the type. 27
Let's go through them in our next lesson. 28
And after that, let's do a small exercise, to practice typeface personalities.