Updated 7 October 2026
A typeface should support the message and remain readable in the finished piece. Good typography is a system of choices, not a rule that one font is always wrong.
Start with the use
A product label, long article and shop sign need different type sizes and spacing. Test the actual format and viewing distance. Avoid judging a font only by a large headline sample.
Keep the system simple
Use a small number of typefaces and a clear hierarchy for headings, body text and supporting details. Check line length, spacing and contrast. Decorative fonts work best in limited roles where they do not interfere with essential information.
Check rights and implementation
Confirm the licence covers your intended print, website or app use. Supply the agreed files or use an appropriate font service. Test substitutes and loading behaviour on the website so the layout remains usable if a font does not load.
Your next move
Print a full-size proof and read the smallest important text. ITG can help choose type that suits the brand and the conditions in which it will be used.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!