From the course: Developing Visual Campaigns
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Choosing a font
- [Narrator] Let's define the first element of our visual language by choosing the font. While we have discussed tools to choose fonts earlier on in this course, choosing a font for your visual language is a very important first step, because once you've started your campaign, you won't be able to change your fonts as that would alter the aesthetic. If you don't believe me, here are some examples of what our We Count ads would've looked like with different fonts. As you can see, changing the font can drastically change the meaning. When choosing a font for your visual language, start by considering the impact of a Serif or a Sans Serif. A Serif font can be more playful and whimsical whereas a Sans Serif font can come across more serious and professional. You should also consider the weight of the font. A lightweight font often works well in a clean design. A medium font often carries a weight of authority, and a heavy font works well sparingly, but can be overwhelming if used too…
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