Techniques of Visual Persuasion: Create powerful images that motivate

Chapter 4Persuasive Fonts

There’s fashion in typefaces, just as there is in clothes. What is a type style but a suit of clothes for the letters of the alphabet? You can send your words out into the world looking as though they are in touch with modern trends, or stuck in a 1980s timewarp of big-haired power dressing; wearing an old tweed jacket with leather patches on the elbows, or as a total fashion victim.

Simon Loxley¹British Graphic Designer and Author

[1] (Loxley, 2004, p. 3)

Chapter Goals

The goals of this chapter are to:

•    Explain what fonts and typefaces are

•    Describe different font families and the emotions they suggest

•    Provide ...