Choosing the right typeface

- [Instructor] Here are six different words…which represent values that companies…commonly wish to project.…The typefaces I've chosen are critical…in conveying that message.…TECHNICAL is cool, aloof, minimalist.…Friendly is rounded and approachable.…Switch these typefaces and the message…would be quite different.…For Creative I've made a single tweak.…We'll see this repeatedly,…how one small adjustment, and it need only be one,…can be enough to convey the message.…

Reliable is set in a slab-serif typeface.…It looks solid and dependable.…This is a company you can rely on.…Caring is set in a trustworthy serif typeface.…The C enfolds and embraces the world.…Elegant is set in a diphthong style of typeface…where there's a strong contrast…between the thick and thin parts of the stroke.…This style of typeface is often used…to convey exclusivity and sophistication.…Try this yourself, try taking these words…or other commonly used adjectives that convey…positive qualities of certain types of business…and set them in a range of typefaces.…