Aa Hh Xx Yyserif (Times New Roman)

Aa Hh Xx YySans serif (Arial)

Traditional (like Goudy Old Style)

• Conservative variation among letters

• Project an image of solidity and “class”

• Highly readable• Fairly economical• Great for body text

Modern (like Bodoni)

• sharply defined serifs• significant stress• good for a design statement• require large type and lots of white

space• better for headings than body text

Slab Serif (like Rockwell)

• heavy, thick horizontal serifs• uniform stroke widths• architectural or engineering image• project feeling of accuracy and

preciseness• no-nonsense, not frivolous• good with low-res output

Rounded (like Souvenir)

• not pretentious or rigid• subtle amount of stress• friendly, hometown, personalized

image• non-threatening

Geometric sans serif (like Avant Garde)

• no stress• “constructed” precision• strong design statements• harder to read than sans serif• contemporary image• headlines only

Open Typefaces (like Colonna)

• outline look (inside not filled in)• reduce visual weight• avoid dominating page• use sparingly!• terrible for body text

Novelty (like Matisse)

• break all the rules of typography• fun• great for “comic relief” or design

accents• Terrible for body text• not so good for all headings in a

doc, either

Headline (like Eras Bold)

• very, well, black• large, dramatic• make a strong impression on the

reader• suited for headlines only