• creating the characteristics and personality of the typeface
• the typeface will set the tone of the piece
• act of communication - Celtic typography
• the typeface should fit with the piece values
• overused typeface - novelty and refreshing typefaces instead of overused
• identify typefaces in real world
• casual or professional - use the correct typeface linking to the tone of voice
• font smith - gives an indicator on the tone
• grilly type
• book - meet your type
• fonts in use, type wolf, what the font
• typeface app