Typeface conveys a message. Most asset managers and asset gatherers may have an intuitive feel for what typeface you want your website, pitch books, eBooks, and other content to be…if you think about it all.

“Typography is one ingredient in a pretty complicated presentation,” said Cyrus Highsmith, a typeface designer and author of the book Inside Paragraphs,’ said in The Week. “Typography is the detail and the presentation of a story. It represents the voice of an atmosphere, or historical setting of some kind. It can do a lot of things.”

Most typefaces are considered either ‘serif” or “sans serif.” In typography, a serif is the small line at the end of a letter. A typeface with serifs is called a serif typeface. By contrast, a typeface without serifs is called sans serif, from the French “sans,” meaning “without.”

While serif typefaces – those with the attached lines at the end – are often considered timeless, sans serif is in general a neutral style. What may some general type variations subconsciously have to say about your firm?

A slab serif type says you are serious. A script types say you are elegant A condensed san serif says you have authority. A rounded type says you are user friendly. The major serif typefaces include Times New Roman, Georgia,and Baskerville. Major sans serif typefaces include: Arial, Helvetica, and Tahoma.

Herewith a brief infographic: