Selecting Fonts

This article shows you my process for researching and selecting typefaces and the 3 options presented for a health magazine

Around late 2019 I was approached?to take on the job of redesigning a health magazine for an?important health organization. The early stages of the project included extensive time?researching typefaces associated with health. Due to the sensitive nature of their content, it was important to get the font selection right so the publication conveyed the right tone. After weeks of research and days of sifting through hundreds of possible font options, I submitted my top 3 font styles?for review right before the news came through. It was the outbreak of COVID-19 and the client's priorities were now focused on the pandemic and this job was put on hold.

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Research and Testing Phase

Font Option 1: Classic Style

I wanted to choose a font set with classic proportions on both the serif and sans serif heading styles. In the client tear sheets, there was a note regarding headlines be designed using just one font, but I think the combination of two fonts with similar proportions—the contrasting styles from having a serif/sans-serif together—can be an effective way to emphasize tone in headlines. The round dot above the letter “i” extends to a circular motif which carries through the publication’s identity. Fira Sans comes with 18 different weights and styles, offering a lot of flexibility in the design of headlines.

Font Option 2: Modern Style

The inspiration for this font set comes from the packaging design of modern pharmaceutical brands that appeal to younger audiences who spend the majority of their time online. They seek out the advice of friends before brands. They’re influenced by celebrity culture and social media so appearances are everything. Brands targeting this easily-influenced and high-spending group should present a casual but strong appearance. This modern font combination has the benefits of feeling like a familiar friend but with the knowledge to speak with confidence. The solid weights and wider proportions of the headline font ARS Maquette gives this modern style the trust we need while the softer serifs of Caecilia ensures it doesn’t come across too masculine.

Font Option 3: Academic Style

Typography that borrows styles from medical journals, educational textbooks, plus medical and hospital branding, all lend an authoritative, academic and knowledgeable tone to a health publication. Archer is the whimsical modernized version of a textbook slab-serif typeface — a custom font commissioned by the design team from Martha Stewart. Proxima Nova which comes in 49 different weights, is a strong, solid sans serif font that’s been commonly used by pharma, health, aged-care, and medical industry. Its brutal medical appearance when teamed with the more playful motherly love of Archer is a perfect case of opposites’ attracting. Archer’s slightly whimsical ways will provide the influence that Proxima needs to balance work, life and play.

Written by Hieu Nguyen | [email protected] | Instagram

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