When designing a piece of graphics, be it a poster or a package, the designer must select the right typeface.

A type face is a style of lettering sometimes called a font. It is as important as colour and pictures when trying to create the right image for a product.

There are millions of different typefaces in the world. Anyone can make up their own typeface. However, they all fall into 4 categories.

Each category subconciously suggestsa different thing about the product when you see it.

Aimed at older people

Suggests it's a traditional product

Aimed at younger people

Used for modern products

Suggests the product is handmade.

Suggest a good quality product as it is hand made.

Can be hard to read

Can be any style

An easy way of remembering the difference between serif and sans serif...

Think of Serif as 'The Times' Newspaper.

It is expensive, high quality, for mature / adult readers

That is Serif !!!!

Think of Sans Serif as 'The Sun' Newspaper.

It is cheaper / value for money, more fun, aimed at younger target market, it is modern

That is Sans Serif

Try it for other Products it really works !!!

E.g.

Serif Typeface because...

Kenco want to be seen as serious, high quality, expensive...

...just like the times newspaper !!!!

What about Script?

Script suggests that the product is hand made.  Therefore Cadburys are trying to suggest that their products are hand made.  Hand made products are seen as being better quality, e.g. furniture, food.  Therefore script suggests high quality.

What are ford trying to say about their cars with this logo?