Typography Thursday – How to Tell Your Client That Some Typefaces are Better than Others

Articles February 21, 2013

Choosing a type or font for a design can sometimes be grueling, because there are times where your design and the type you chose falls in exactly the way you want it. But there are times where you have to look for the right type for your design – a typeface that fits properly into your design, thus completing your jigsaw puzzle of a design.

 

Typography Thursday – How to Tell Your Client That Some Typefaces are Better than Others

 

But as a graphic designer, you’re not just dealing with elements of design; you have to deal with external factors such as your deadline, creative block, and, of course, your client. Now, having to choose the right typeface for your design and dealing with what your client wants can be a bit tricky and nasty for you in the long run.

So, what do you tell your client that the font you chose is better choice than the one he wants?

If you haven’t been in this situation yet or you’re still figuring out what to say, we’ve come up with a few things you can use to persuade your client to go with your typeface idea.

 

Legibility

Typefaces are meant to be legible along with the design you created. Normally, you, being the designer, have a better grasp of what can easily be read and not on your body of work. But don’t tell him that way, educate him of the intricacies of typography – that there are certain typefaces that looks better on certain circumstances.

 

 

Professional vs. Unprofessional

You can always go on with the professional and unprofessional speech – it’s kind of like the good cop-bad cop thing we see on the movies. Except, here you’ll be explaining the good elements the typeface you chose bring on the table – It’s readable, it complements the shapes and images, it’s the best font for your media (print, digital, etc.). You can try to present the typeface you chose and the one your client chose on your design, and point out the differences.

 

 

It’s not about them, it’s about the market

Sometimes clients get too attached on a project that you’re working on. That’s fine; it’s theirs in the first place. But sometimes it also gets on your way of developing their projects into full potential. When your client gets too attached or goes overboard on what you have to do on the project, make sure remind him that he’s commissioning this project to attract people, to raise awareness, or for the aesthetic pleasure of many.

 


SEE ALSO: Creative Use of Typography in Magazine Covers

Explain Your Chosen Typeface’s Versatility

You can explain to your clients the inherent versatility your chosen typeface. This is suitable for designers who are working on logo projects as typefaces used on logos must be versatile and adaptable when used in different media. You further show the effectiveness of the typeface you chose by creating a presentation where the logo is applied to different media, e.g., business cards, website design, letterheads, magazines, etc.

 

CORNELIA and CO [ Brand identity & Packaging ] by Oriol Gil

CORNELIA and CO [Brand identity & Packaging] by Oriol Gil

 

ORIGAMI by Mohammed Mirza

ORIGAMI by Mohammed Mirza

ORIGAMI by Mohammed Mirza

 

Final Note

Remember that, as a graphic designer, you’re not just there to create design for the sake of it. You have to attune yourself of teaching people, including your clients, about the intricacies of graphic design. Because in the end, it’ll eventually have an effect on the industry you’re working in and your career.

 


 

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A Procrastinator Extraordinaire. Hopes to become a professor someday, somewhere. An avid fan of music, film, and books. Sidelines as a creative adviser for friends and friends of friends. Hopes to win an award through a film, which up until now is still in his head. Check out his tumblr for his other mundane literature.

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  • KEB

    Our newspaper lost a credit union as a customer when I suggested that they use a different font than Comic Sans for their ads (using the unprofessional argument) – good riddance!

    • thejudeman

      Looks like they have a horrible taste and doesn’t pay much so you are not going nuts about losing an account.

    • http://www.tgsva.com/ Mark Rowan

      Comic sans – the bane of every man’s existence.

  • http://www.facebook.com/people/Visitr-Kit/100002965161878 Visitr Kit

    thanks

  • http://www.tgsva.com/ Mark Rowan

    Good stuff. Sometimes telling the client anything is the toughest part of design.

  • Msoja

    Brilliant lesson. Thanks a lot!

  • http://www.clippingpathzone.com/ Sila Mahmud

    you are not going nuts about losing an account.