When choosing typefaces for media products, we (publishers, designers, typographers) attempt to find a tone of voice or “wavelength” that would help us establish a strong connection with our readers/
users. How do we determine which typeface will best resonate with the audience? What kind of interplay will be created between typeface, text and reader? Results of our attempts to grapple with these and other issues will be presented using examples from a number of publishing projects.