The document discusses considerations for using fonts effectively including audience, images, style, weight, depth, case, function, formality, power, emphasis, alteration, texture, borders, and cultural connotation. Font choices should help emphasize the message, with uppercase, lowercase, or mixed case used for different effects. Weight, texture, borders, and cultural symbols can be altered or added to draw attention, emphasize messages, and create distinctive identities.

1. The Power of Type

2. Three Considerations Font F F F F F F F F F F F F F F F F Audience, Images, Style

3. Weight & Depth W W W W W W W W W Weight should help emphasize the message.

4. Case Upper & Lower UPPERCASE MiXeD Lowercase Function, Formality, Power, Emphasis

5. Things to do with Fonts Alteration Alter the Character Add a Shape Add a Single letter within a word Alter the entire word or sentence Te x ture

6. Things to do with Fonts Backward Can emphasize certain messages Draw attention to a certain word Texture erutxet

7. Things to do with Fonts Border Treatment Can emphasize a new identity Help type standout from an image Thick border, Thin Border, Simple or Complex, Single or several texture

8. Things to do with Fonts Cultural Connotation Feel of a specific culture Add a cultural symbol to a non-cultural typeface Combine the elements to several cultures to create a worldwide look. Maine