- 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