You only notice typography when the arrangements are off. If you’re reading a sobering sentiment, it should be visually delivered with some authority and clarity, right? Not some balloony, bubbly style typeface that will detract from the message. Such whimsy just doesn’t feel right. Courier New, Helvetica, and Caslon all evoke different feelings from the reader and may or may not be totally inappropriate. Sometimes a message should be inviting, other times authoritative, at other times... More >>>