Perhaps the first question a business owner might ask, when considering advertising their business, is “Should I advertise at all?” Well, it is estimated that the average person receives between three and five thousand advertising messages per day. Given the huge volume of marketing that is going on out there, being heard above the crowd may seem like an uphill battle. But you can be sure that if you do not advertise, it will be by divine intervention that your business is found at all.
When I began my studies in design school, my ambition was to hone my skills in representing ideas visually, and by visually I meant “pictures, not words.” It was not until I was introduced to the aesthetics of typography that I gave any serious thought to the forms of letters, and what those forms might express, in addition to the words those letters might compose. It was during the process of choosing a font for a corporate identity that I was truly struck by the significance of typography. I scrutinized hundreds of fonts, with a growing realization: “No, fonts are not all the same.” My appreciation for the letterform has never been the same since that time.