When creating magazine ads for print, is it better to use non-serif font or serif?
I create newspaper advertising and if you have a block of copy more than four lines deep you really should use a serif font. If you want people to read the copy like a story etc. then that’s the rule of thumb. Sans serif is mostly is used for headlines and sub-headlines that are quick reads. So those are the rules. Now break them. The first rule of design is there are no rules… well perhaps it is “once you know the rules you can break them.” If you want to use sans serif go ahead. Just make sure everything is modular, works together. A good piece of art and a good concept is sometimes more powerful than the choice of font.
opheliaissaved is definitely right on. There’s a misconception that serif fonts look old-fashioned or unattractive. But when it comes to legibility, serifs are definitely better for larger blocks of text (the exception being very small type sizes, under 7pts. or so). A lot depends on the advertiser, the size of the ad, what they’re conveying, and how they want to present themselves. There aren’t any strict guidelines. My advice: go to a bookstore and check out the Communication Arts and Print magazines annuals (in stores now!) and check out their selections for best-designed ads. You’ll see a lot of variety but a good adherence to basic design principles: communicating the message and presenting the client/product in a thoughtful, attractive way. Unfortunately, too many new designers think that choosing the right type is 90% of the job (not that I’m accusing you of this!). It’s important, but type won’t do the work of creating good design for you. Check out the forums on typophile. Thi
