Below is a line up of people and I’m pretty sure that everyone will make their first impression of each person based on their looks. How does that particular person’s image make you feel and what does it conjure in your head. Every opinion will be different but the overall impressions will generically be the same.

Below is another line up of the same people, this time with different clothing. Looking at the same people again in a different light should produce at least a slightly different message, an alternative from the one made above.

What has this got to do with deciphering fonts?

Like people fonts have certain visual characteristics which can be used to judge them but a font is not as bold as a person, or is it? Maybe they are but you just don’t know what you’re looking at.
Below are several general font characteristics which will help you to decipher the underlying message the next time you see a font.

Serifs – Serifs are the little bits which hang off of the end of a letter. They add clarity and style to a font although they’re considered a more traditional element used through the ages of writing to provide a professional sense of prestige. They can be sharp, curved, blocky or take on any shape as long as there are present.

Sans-serif - A font without serifs. Its like striping away all the décor left with something minimalistically modern. Sans-serifs in its basic form create a contemporary and professional image with a hint of warmth.

Body weight – The weight being how thick the stroke is. A stroke shows boldness in a letter as the weight differs. Obviously something thicker creates a brave impact whilst something thin is a subtle approach.

Spacing/Tracking - Are the letters condensed or extremely spaced out. Condensing a set of letters might make a cuter, well rounded word whilst spreading letters out may signify a clearer significant single message.

Body size/kerning – The weight may be thick or thin but how about the space the individual letter takes up. Is it a round fat letter which uses two spaces to make a warmer gesture or a thin letter using little space to send a slick stylish message?

Unique characters - Every font Is different so look out for the unique characteristics such as cuts, or odd versions of any of the above as this will be a tell tale as to what that font is trying to suggest.

The above characteristics are the general typical interpretation used to decipher a font but what if we put them in different clothes.

Adding a different colour, layout or changing any of the unlimited general elements above (even slightly) can create a significantly different message. With endless possibilities how can you communicate the right message for your business? Hire a designer, they’ll have a library of varied fonts and know how to project the right message for you by using the right combination of elements.

Next time you see a logo, poster, or credits for a tv program think about the above elements and you should be able to tell what message is being projected without even reading the word.

With regards to films you’ll even be able to tell what type of ilm it will be based on font used in the opening credits.