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Fonts can require special consideration when you send materials to a professional printer for reproduction, use them on your website, or send Word documents to others. Here are some basics on using fonts and preserving their appearance in these cases.

In printed materials:

it’s easier to read long blocks of copy that is set in a serif font. Sans-serif fonts are usually used in print for short blocks of information, like headlines, pull quotes, or bulleted lists.When sending your materials to be professionally printed, make sure to address your desires regarding the use of fonts. You can either include the fonts with the files you send to the printer (which might be considered a copyright license infringement), rasterize your artwork (convert it to pixels, so the font data is no longer needed), or outline your fonts (creating shapes out of the fonts, an option that’s available in most vector art programs such as Adobe Illustrator and Macromedia Freehand), so that they can be printed accurately. Outlining the fonts is the best way to ensure that your fonts will remain accurate and sharp.

Online:

in websites, emails, and HTML newsletters, sans-serif fonts look the best: they’re clean, clear, and easy to read. There is one other trick to online font use: you have to make sure that you use fonts that will be installed on the computers of people reading your site. Otherwise, your text will appear in the default font selected by their browser, which is often Courier, a very plain font. That limitation does leave you with several fonts to choose from, though, including Verdana, Arial, Tahoma, and Trebuchet MS.

Serif fonts:

could also be used on websites; however, it’s best to use them in limited quantities, such as for headlines and subheads. Some fonts that are available to use on the web include Times, Times New Roman, and Georgia.

Issues with online fonts:

Another issue that commonly arises with online fonts is the difficulty in controlling the size and appearance of those fonts. Standard font tags in HTML don’t provide precise sizing control and need to be used several times throughout each HTML document, so making changes can be time-consuming. You can use Cascading Style Sheets, or CSS, to precisely control the exact size of your fonts and to make site-wide font, size, or color changes with one simple alteration.

Online avalible fonts:

you also want to make sure that the fonts that you use for the text will be available on the recipient’s computer. Good fonts to use are the standard fonts that come installed on PCs, which include Arial, Verdana, Tahoma, Times New Roman, Georgia, Palatino, Courier, and Trebuchet MS.In order to insert a small amount of customized text - such as your logo, tagline, or address information - create an image of that information and place it in the header and footer of the page.

Purchasing Fonts:

When you purchase fonts to use on your computer, you’ll often be given a choice of buying a PostScript, True Type, or Open Type font. Here is a brief explanation of the characteristics and problems with each of these formats:

PostScript fonts:

are considered industry standard and are therefore preferred by professional printers. There is a format of PostScript fonts available for Macintosh computers and another format available for Windows computers; those fonts cannot be shared between Macs and PCs.

True Type fonts:

are often found on Windows machines. These fonts do not print as well as Postscript fonts.

Open Type fonts:

are the newest type of font. They are cross-platform compatible, but many fonts aren’t yet available in this format.

Conclusion:

With this information about the creative, practical, and technical aspects of font usage, we hope that you can make font choices that will enhance your brand.