01. What’s the message?
Always start with the message. This informs everything in design – including the font selection. Ask ‘what’s the vibe’ and frame it as an emotion: is it excitable, sombre, relaxed or tense?
02. How have others done it?
There’s no shame in taking a long look at competitors and other brands or people doing a similar thing to see how they’ve elected to deliver their message. Try to prepare a list and highlight the good and bad points.
03. Create a moodboard
Dont jump into the design yet, simply create a large canvas and start typing. Take the key words from the content and try it out in various different fonts – you’ll soon see which is starting to work best.
04. Test your pairings
It’s usually good to select a couple of fonts at this stage. So look at headings and body copy separately. Check out www.typewolf.com for expert help and guides on which styles work well with other styles.
05. Typographic tweaking
Finally, once typefaces are chosen, begin looking at how you can set it out on the page. Will titles be tracked out? Upper or lowercase? What size will everything be set in? Once done, start designing.