Every day we are faced with multiple typefaces: the good, the bad and the ugly. Some help us to read faster and more clearly, some to invoke a specific feeling or emotion, all the while persuading us to do something (or buy something). Jo Mackiewicz makes several points to illustrate that we must choose typeface that is appropriate for our documents and intended audience (113). Choosing an appropriate typeface lends credibility to the writer and makes the reader feel at ease. When the wrong typeface is chosen it can be confusing or overwhelming for the reader.

What if you were reading a Crème Brulee recipe from the celebrated cook Ina Garten, aka the Barefoot Contessa?

Normally, it might be presented in this clear and concise manner:
 
1 extra-large egg
4 extra-large egg yolks
½ cup sugar, plus 1 tablespoon for each serving
3 cups heavy cream
1 tablespoon Grand Marnier

Now, let’s experience the Crème Brulee recipe in a different way:

1 extra-large egg                                              
4 extra-large egg yolks
½ cup sugar, plus 1 tablespoon for each serving
3 cups heavy cream
1 tablespoon grand marnier

*Using Algerian font in case would be inappropriate. It appears too thick and heavy. It is also in all caps, which makes the reader feel as if the writer is shouting at them. This typeface personality has an intensity that would be out of place for a recipe.  However, it would be quite striking on a movie poster.

1 extra-large egg
4 extra-large egg yolks
½ cup sugar, plus 1 tablespoon for each serving
3 cups heavy cream
1 tablespoon Grand Marnier

*In this example, Forte looks somewhat fancy, not quite as out-of-place as the previous example. While Forte may communicate the level of sophistication the Barefoot Contessa is going for, its legibility would make it difficult to read in a cookbook. The audience would most likely grow tired of this very quickly, especially when reading directions. Let’s reserve this font for nameplates.   

1 extra-large egg
4 extra-large egg yolks
½ cup sugar, plus 1 tablespoon for each serving
3 cups heavy cream
1 tablespoon Grand Marnier
 
*Using the Kristen ITC makes this look busy and somewhat immature, not the look a seasoned gourmet cook is aiming for. This font makes some letters appear larger and some smaller, creating a zig-zag affect for the reader. This type of movement would strain the reader’s eyes after a few moments. As Mackiewicz stated, “typefaces that make readers strain after a few lines should be avoided in all writing” (119). This font would be better served in a limited capacity, such as an invite for a children’s birthday party.

It is obvious that the choice of typeface can greatly impact the look and feel of a document. Knowing that there are hundreds, perhaps thousands of fonts to choose from, it is necessary to choose wisely and with caution. As always with visual rhetoric, know your audience when designing your document. The better the document visually appears, the better it will be read and understood by the reader.  

The link below shows the original version of this Crème Brulee recipe from the Barefoot Contessa website. This version looks polished, clean and simple. It invites the reader by showing a delicious-looking picture and unfussy layout.   
 
Barefoot Contessa’s Crème Brulee
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