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In the competitive universe of print design, the slightest advantage can make all the difference between getting noticed - and hired again - and blending into the silent majority. One of the best ways to give yourself and your clients the attention-grabbing edge is to employ the strategic use of impressive fonts for marketing brochures and flyers.
Dynamics is used in music to describe volume, and when it is applied to font choices and sizes it can either whisper or scream. While a rough-edged and crowded font with proportions that roller coaster up and down might be a terrible idea for a yoga and meditation center brochure, it might be perfect for a flyer advertising a skateboard event.
Just like when we put emphasis on different words or syllables in normal conversation - or resort to shouts and exclamations when appropriate - the same applies to the printed word. Fonts can be creatively used to convey a full range of emotions, and changing up the visual rhythm of your text can bring it to life.
Some fonts look old fashioned and might be ideal for a vintage clothing shop ad or a brochure about a bed-and-breakfast inn in a Victorian-era historical home. Other fonts - like Blackadder ITC, for example - conjure up handwritten notes with a quill pen in some bygone century. Matisse ITC looks like it was cut with scissors, while French Script MT looks elegant, conservative and aristocratic.
Type out a sample of your text and then select it and browse over various fonts in your computer's inventory. The more you experience the fonts, the more familiar you'll become with their particular qualities. A grasp of font energy can be a huge asset to any designer, because it lets you speak your ideas in different visual languages.
To give you some creative insight into the palette of various fonts available to you for your brochure and flyer projects, check out these examples:
Bradley Hand ITC is a rarely seen font with lots of spacious and somewhat subtle curves. Use it to convey a light and carefree attitude. Vivaldi and Pristina share a similar lightweight feel to it, but Vivaldi is slightly more compressed. Tempus Sans ITC and Eurostile are less feminine, more upright and are rather fragile and minimal in appearance. Papyrus is yet another example of rather airy and open fonts.
Garamond is chiseled and precise, but easy to read and can be used - as can Palatino Linotype - as a less common alternative to the somewhat overused Times Roman.
Then we have out-of-the-box fonts like Jokerman - with its cactus-like features - and Curlz MT, which looks like it's doing a fun cakewalk along the page.
If you have a special need, however, there are literally hundreds of thousands of fonts available for download from the Internet. Google your font with search words that indicate the style or topic, and you will be amazed at how many cool and one-of-a-kind possibilities exist at reasonable prices.