• Serif fronts (Baskerville, Adobe Garamond)
• better for reading large blocks of text
• serifs help to keep your eye focused on a line of text,
• helps you to recognize the word as a shape,
• enhances your ability to identify the word and read quickly.

• sans serif fonts (Helvetica, Arial)
• they are good for posters and slides,
• Sans serif fonts are more legible from farther away,
• particularly the titles and headers.

Alignment

The Impact of size

I’ve created tons of printed promotional ads in the six years that I’ve been a designer. One of the things that you learn very early working with promotional materials is that headlines should grab the reader instantly. You’ve got a second or two at best to get someone’s attention in the print world. If you miss that opportunity, you’ve lost your potential customer.

What this means practically is that when you’re creating a headline, don’t simply type it out: design it. Consider the following two examples:

How are serif and Sans Serif typefaces use differently?