Serif typefaces
Serif fonts have small strokes that extend from the ends of letters
and symbols. Because the lines make each character more distinct, serif text is
easier to read off screen. Commonly used in printed
books, magazines and newspapers.
Serif fonts are great for conveying: warm, personal, stately, traditional, conservative or intellectual.
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Sans serif typefaces
Sans serif
fonts are simple and straightforward, and lack the “lines” of the serif
fonts (“sans” is French for “without”). They are easier to
read onscreen. Commonly used for newspaper headlines, website text
and technical documents.
Sans serif fonts are great for conveying: technical, cool, clean,
crisp, youthful, modern or uncluttered.
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Script typefaces
Script fonts look like cursive or plain handwriting. Great for
feature text, but are hard to read in large amounts. Commonly used as
headings.
Script fonts are great for conveying: personal,
artistic, old fashioned, cheerful, playful.
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Fancy typefaces
Fancy fonts vary widely in their look and personality. Great for
feature text, but are hard to read in large amounts. Commonly used for
logos, headings and posters.
Fancy fonts are great for conveying: fun, personal,
artistic, funky, creative, playful.
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