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Sans serif fonts on the other hand communicate a completely different message.
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Sans serif font book. While sans serif fonts should be reserved for titles and headings that doesnt mean you can use only sans serif fonts. Initially commissioned by gq magazine gotham has been used everywhere from barack obamas 2008 presidential campaign to the one world trade centre and is available in four widths. Sans serif fonts say modern approachable and clean. Signs text in apps and names on maps tend to be sans serif.
Baskerville is unfailingly elegant and intellectual but also highly readable when set at small size which makes it the perfect choice for literary fiction. A transitional serif typeface which borrows from its old style predecessors like caslon see below baskerville brings together the best of two worldsclassic and modern. Sans serif fonts also work well where theres very little room for copy. While serif fonts focus heavily on embracing tradition and history sans serif fonts take the opposite approach and embrace simplicity and the feeling of being modern.
Not every serif typeface is more readable than a sans serif as demonstrated by the fairly ornate itc kallos left compared with avenir next right. Usage for projects involving lengthy text such as books newspapers and most magazines serif typefaces are the most commonly used typestyle. Some sans serif font families like arial are meant to work as body copy text that goes on for more than a sentence or two. In typography and lettering a sans serif sans serif gothic or simply sans letterform is one that does not have extending features called serifs at the end of strokes.
Sans serif fonts tend to have less stroke width variation than serif fonts. There are exceptions of course. They are often used to convey simplicity and modernity or minimalism. For headings you can choose from an array of sans serif fonts.