Serif? Sans serif? Most people are unfamiliar with these terms. In fact, these terms are not particularly important to us when it comes to reading. But why do we intentionally choose fonts like Times New Roman or Arial when writing an essay, or a resume? Why do we not choose to use Comic Sans MS or Papyrus? Each font conveys a different message; each has a different personality (Maloney). The reader’s greatest desire is clarity and order so that they are able to easily understand a text. Design’s primary role is to create this clarity and order through layout and type design. Good design is able to achieve a certain visibility that is maintained and remembered. Though we as readers may not take typefaces into consideration, they are intrinsically linked to how we read. That is to say, is some ways, design is invisible to the reader. What makes fonts easy to read and legible is familiarity and order. “We read best what we read most.” (Maloney)
Type should invite the reader into the text, reveal the meaning of the text, and clarify the structure of the text (Bringhurst 24). When a font is legible, the transmission of the visual component to information is seamless because the reader does not have to make much effort to decipher the text. Modern designers tried to refuse the creativity in viewing and focused on how the human eye actually works – it always deciphers messages in the same way. They ignore the subjective and emotional response (Swanson 53). The introduction of the computer, however, enabled designers to experiment more with type which lead to the decline in legibility. Abstract and experimental type is less legible because it is more concerned with the art of typography and aesthetics rather than legibility. Modern designers wanted to “provoke the reader into becoming an active participant in the construction of the message.” Viewing became an activity of human involvement (Swanson 54). Designers often use text as a form of imagery and it is up to the viewer to interpret it the way they wish (Swanson 56). This modern form of experimental typography may work well for advertisements or brand identity, but not when it comes to seamless communication. Western culture is concerned with rationality and closure, which led to a linear typographic style that does not obstruct the meaning of the text (Swanson 58). The fonts that become popular are those which adhere to this style.
All typefaces have a mood or set a certain atmosphere though some of the most popular fonts are those that have a quiet personality (Helvetica). When reading large amounts of texts, the reader wants to be able to easily understand the text and not be distracted by the letters themselves. This is why certain fonts become popular or widely used, because they are able to seamlessly transmit information with no distraction. Familiarity of fonts removes complications because the we read more easily type that we recognize. Times New Roman and Helvetica are two popular fonts that obtain this neutral personality. They do not have meaning in themselves; it is the text that holds the meaning.
Though legibility is important, the best designers are able to use type so that the text is both legible and gives interest or energy to the page (Bringhurst 17). It is not only the type that affects the way we read, but the white space and layout is important as well. A bad typeface set well can have an equal or greater impact than a good typeface set poorly (Craig 64). When we are able to read without effort the designer has succeeded in choosing and setting type. That is to say, “Type well used is invisible as type, just as the perfect talking voice is the unnoticed vehicle for the transmission of words, ideas.” (Swanson 92)
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