Use 'a' 'Q' and 'J' as it is the detail that is distinguishable. Attention to detail is significant, it is this that differs.
When we select a typeface we are: choosing the tone of voice, how a message is communicated. They are like personalities.
Brand Names: how do they want to be seen ...pick typeface that goes with it
one that doesn't go with....
A product which is light, delicate.
Everyone responds to these typefaces.
//Yellow Pages Ad:
Consider: Hierarchy of information.
11 pieces of information ...can only fit 2/3 on ad.
Number 1-11 in terms of importance
Smallest point size is 6.
Space is significant....white space.
Ad needs attention to detail, craftsmanship.
...need to find out how client wants to be perceived.
To make it seem cheap you would take off the website ...landline.
Top of hierarchy for a craftsman is website ...you want them to look at your work.
Analyse the type (construction, classification)
Why characteristics suit the brand (corporate/large/independent, friendly/family based)
Take photos of bad ones (shop fronts) Inappropriate typefaces.
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