Family and Face

Fonts are traditionally named for the major newspapers that used them (e.g. New York Times, Geneva Helvetica, San Francisco Courier).

Font selection depends on human psychology, the display medium, and advertising medium.

• Serif fonts, with curved ends are read faster and easier than sans-serif fonts .
• Fixed fonts in which all glyphs have the same are read slower and harder than proportional fonts with variable width.

Look at your next bill.

• Disclosures are probably fixed sans-serif fine print.
• Inducements are probably proportional serif.