Helvetica, Times and Co. are among the most frequently used fonts.

If you want to stand out, you shouldn't rely on one of these fonts. An alternative suitable for the purpose of the text provides variety in the often seen uniformity.

You should ask yourself the following questions in general:

1. What function should the font fulfill? Is it supposed to attract attention? Be easy to read?

2. What effect is the font intended to achieve?

3. What is the content of the text and how can the font reflect it? Which adjectives match the product, for example edgy, geometric, round, soft?

4. What type of text is the font intended for? A novel, an encyclopedia, a poster?

5. Who is the target group and what are their interests? Are they seniors, for example, or are they children?

6. On which medium is the font used, print or digital? Which printing process is used?

7. How long is the text? The font of a short text can also be eye-catching.

8. What font format do I need for this (web fonts, desktop fonts)?

9. What type of font license do I need for my project? What are the costs?

If the choice of font was limited by the above aspects, the font should be checked for practical suitability and extensively tested in the planned application environment.

In the case of print products, the font should also be printed out and compared in different font sizes and styles.

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More typography tips and basics can be found in the book”The ABC of typography”.