The Right Font

There's a reason messaging and editorial guides include fonts - and they're not negotiable or options - they're required.

But there is a 'right font' (and it's not just because of market testing or the CEO's preferences).

When your audience sees what you have to show them - they should recognize (and trust) that's it's you.

They shouldn't have to work, relearn, and start all over again.

We shouldn't make them do this because most won't... or they'll weary of us and give up.

It's the same reason brand works... the same reason a 'greatest hits' strategy works... the same reason nostalgia works....

It's not magic. It's trust.

​Fonts work because they don't make people work harder to know we're worth trusting.