Before PCs, writers used typewriters, and before that, they used pen and paper.
Naturally, being a largely superstitious, wholly contentious lot, battles erupted over what pen worked best, and why. Later, the word processor wars broke out, and back when there was actually a difference between products, writers in text-based online bulletin boards fought over them with an almost religious zeal.
Of course, all that has changed. With word processors largely the same, what’s left to fight over?
Fonts, baby. Fonts.
Any copywriter knows the right font choice affects more than readability. A good font conveys tone and attitude (imagine 1990s Apple without Garamond Condensed). It adds “voice” to your words.
That’s why the Slate article surprised me. Among those surveyed, there was a strong dependence on typewriter-style fonts like Courier.
Even the US Government threw off the non-proportional shackles of Courier in 2004, so why are so many writers (outside of screenwriters ) still using it?
In an era of highly readable typefaces, why are so many stuck with poor, space-hogging, slow-reading Courier?
What Have You Been Doing?
Because I want to look like I write for a living, I developed a set of copy forms, but populated them with the fonts I liked (provided most of my clients would have them, which limits you to a handful of choices).
Strangely, I never asked my clients what they wanted to see.
I never received a complaint, but now I have to wonder; do they have a preference? Do my clients sit in their offices and say “sure, I like the copy, but what was he thinking with that san serif font?”
Any thoughts on fonts in the copywriting world? Are you captivated by a font?
[tags]copywriting, writing, font, typeface[/tags]