Fonts are an amazingly powerful tool in branding, which are often left till last or forgotten about completely. A font can tell you so much about a product, purely by the curve or slab of its serif it can speak volumes about quality or reams about rubbish. Whether in design, marketing, advertising or branding, choosing the right type of font to tell or sell your story with the maximum impact is key. A word describes, but add a font style and it can leap off the page to sell, set a mood, help describe an emotion or give life to a brand.

In these days of "Easy PC" it's normal for everyone to think they can design - it's the birth place and home of the font 'Mr. Balloon', my bête noire!

When designing any type of literature, there's a school of thought that says two serifs should never meet, lets say Times and Bembo. I say they should never meet unless there's a sans serif in between - something to add a breathing space.

I believe fonts were designed to be used as they were originally drawn. I hate to see them stretched, condensed and italicised out of proportion, it shows an ignorance for the flow of a letterform.  If I were the font police I'd secure them all in the font tray and throw away the key!

So give a font a chance and use them wisely; the forgotten hero in design, just by careful consideration they can make all the difference.