Jason Santa Maria

Typography is a design’s voice.

To paraphrase Stephen Coles, the term readability doesn’t ask simply, “Can you read it?” but “Do you want to read it?”

Readers read best what they read most

All-caps text forms blocky shapes with little distinction, while mixed-case text forms irregular shapes that help us better identify each word.

Typography is the primary tool we use as designers and visual communicators to speak.

Most people are short on time.

Because when a reader notices the type, they’re taken out of the act of reading and are instead trying to decode why something else is calling attention to itself.

Ask yourself: what do I want my design to convey?

When in doubt, a good rule of thumb is to pair a serif and a sans serif.

To keep the system you’ve created for visual communication properly balanced, you need to choose typefaces that don’t compete too much with each other, but aren’t so similar as to be indistinguishable.