While looking on some design project or preparing one of our own, we usually do not think why we have chosen this or that font, why precisely this color fits the most, why this picture was supplemented? Although, results reflect the hard work done by the master and paying attention to such decorative details plays a significant role eventually. The example: warning inscription about the danger is done with the letters that are easy to read at a distance and immediately catch one’s eye and rivet an attention. Carrying out a disturbing and catchy or quiet and inconspicuous sign, the designer is looking for the perfect picture of the font: strict or free, shaded or contour, or a decorative poster.
For instance, while preparing a book or project on historical issues, the designer should take into account the cultural peculiarities of the society, its style of writing, which is impossible not to resemble the story written about. In this context, the epoch of Romans has introduced Roman Capital font, the Middle Ages – gothic writings and the Renaissance – antiquas (serifs). That leads to a conclusion that nowadays, in time of new crucial advancements, there is no way to forget old styles and fonts, which, you must acknowledge, will be in use either way. On the basis of a new serif in the era of romanticism, there have been many beautiful, ornamental fonts created that are currently used as decoration. Modern serif fonts are nothing more than a modification of the fonts that are based on the Roman capital and the classic serif.
The artistic taste and professional experience of the designer is likely to facilitate the best choice, while running certain project (book, poster, decoration, postcard, etc). To be more detailed, a good designer should always make a difference between those fonts, which are to remain the same, and those fonts, which are to be modified and adopted to the theme of designer’s work.