Do typefaces really matter?
To many people it doesn't matter what typeface/font you use when communicating to your target audience. Others think using as many typefaces as possible is a good thing.
We here at pH creative do not belong to that camp!
Sure, lives won't be lost if you mix up your typefaces, but don't you want your clients/customers/supporters to be able to easily read and understand your message? Don't you want everything about your communication materials to give an accurate impression of your business and the experience it offers?
BBC News online had an excellent article on this topic recenlty, titled "Do typefaces really matter" (using the subtitle typeface in Avatar as a classic example).
The answer, of course, is yes.