Typography Thursday – How to Tell Your Client That Some Typefaces are Better than OthersArticles 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.
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.
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
ORIGAMI by Mohammed Mirza
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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