I remember well the debut of the Macintosh and desktop publishing in the mid-1980s. It tore down the mystique of typesetting, allowing everyone to become a designer. The result was cringe-worthy, ransom-note typography as users mixed multiple fonts and sizes.

Since then, millions have become more visually attuned to type.

Even those new to design understand that the right typeface communicates an unspoken message.

Understanding the nuances of type is important, so you can match the font with the story you want to tell.

In today’s mini masterclass, I want to share pointers to help you level up your typographic literacy.

A caveat: I’m a font nerd but do not claim to be a master. If any type masters among us have comments or resources to share, please email me, and I’ll include them in next week’s issue.

Breaking down typeface categories

Typefaces fall into six major categories. Understanding them will strengthen your visual communication skills.

1. Sans serif: streamlined and modern

You’ve seen these modern, streamlined letterforms everywhere. They create a clean aesthetic and are a solid choice for minimalist designs. They’re highly legible on screens, making them popular for websites and online presentations. Use sans serif fonts to create a contemporary and approachable visual image.

Examples: Helvetica, Futura, Gotham (used in the image above)

2. Serif: traditional reliability

You probably know this other broad category, too. Serif typefaces convey tradition and reliability. They’re used in print publications, especially for formal documents, and offer excellent readability in long-form text (think newspapers and legal documents). Serif fonts are often used in body copy to contrast with sans serif headlines.

Examples: Times New Roman, Georgia, Garamond (used in the image above)

3. Slab serif: bold and readable

Unlike traditional serif typefaces, slab serifs have uniform stroke weights and thick, rectangular serifs. This gives them a solid and geometric look, which can lend authority and confidence to your copy. The boldness of slab serif fonts makes them highly readable from a distance. They are often used for headlines, titles, and other prominent text elements to draw attention.

Examples: Rockwell, Clarendon, Roboto Slab (used in the image above)

4. Display: attention-grabbing quirkiness

Bold and eye-catching, display typefaces often feature unique and exaggerated design elements. They encompass a wide range of styles, from whimsical to serious, and are ideal for posters, advertisements, banners, and attention-grabbing content. Not for body copy.

Examples: Cooper Black, Impact, Hobo (used in the image above)

5. Script: handwritten personality

Script typefaces mimic the fluid strokes of handwriting or calligraphy and can create a unique and personal brand identity. They convey elegance, sophistication, and a personal touch — ideal for an artistic feel. Due to their decorative nature, it’s best to use script typefaces sparingly for decorative elements rather than large blocks of text.

Examples: Pacifico, Allura, Playlist Script (used in the image above)

6. Monospace: rigid regularity

If you remember typewriters or do coding, you’ve encountered monospaced fonts. Each letter in these typefaces takes up the same horizontal space. (This means an i is the same width as an m.) This aids alignment for charts or tables, and simplifies reviewing lines of code. But in other uses, it leads to inefficient space use and aesthetically dull blocks of text. However, using monospaced fonts in specific design elements can lend a retro feel.

Examples: Courier, Monaco, IBM Plex Mono (used in the image above)

Next steps on your typographic journey

As you experiment with these type categories, you'll discover the subtle yet powerful ways they can influence the tone and readability of your work. Each visually telegraphs a different sensibility.

Remember, typography, like any art, evolves with practice and feedback. So, experiment with different styles, observe their impact, and refine your approach. And don’t forget to have fun along the way.

❤️ My favorite visual delights

Here are this week’s gems from around the Web to help you build visibility, credibility, and authority:

👋 Pat Flynn on “Brand in the Hand”
Entrepreneur Pat Flynn is a master at creating simple frameworks to help people start and grow their companies. In this YouTube video, he explains 5 essential elements of a modern personal brand. You won’t forget the structure of this framework — and it may inspire you to develop something similar.

❌ Why Is the Letter X Used for a Kiss?
The letter X can mark buried treasure, a mathematics variable, or the unknown. It has also come to symbolize affection, and this article explains the historical roots of this change. The evolution will surprise you.

🧠 The Psychology of Design
This collection of 53 psychological biases and design principles is worth bookmarking if you are interested in the psychology of user experience (UX) and human motivation. Explore and gain a deeper understanding of what your customers may be thinking. Basic info is free, as part of a larger detailed resource available by subscription from Built for Mars.

Did you miss these?

Catch up on some recent popular issues of SOLO you may have missed.

✅ Meet the Visual Philosophers

✅ Testing GPT-4o with Visual Frameworks

✅ When is a Logo not a Logo?

Want to check out other past issues? Visit the SOLO Newsletter archive.

Thanks again for being a SOLO reader and coming along on this journey of visual exploration.

If you enjoyed this newsletter, please share it with another solopreneur! And if you received this issue from a friend, I invite you to subscribe.

See you next week,