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That's like asking what colors should be used and why.
You don't brief a designer on legibility or design.
An old rule of thumb is ...Fortunately that's an old rule good designers no longer follow.
The designer who actually knows anything about font design and proper layout is few and far between... almost non-existent.We aren't talking about font design. We're talking about font usage. On my planet, every designer we use understands and uses fonts and layout far better than I could ever hope to.
Asking what font to use for h1 and h2 is like asking what color should I use for my background without giving any further information.
No. I am saying that when craftsmanship is missing it is most obvious. It's not personal preference at all. Punching keys to set type does not make proper typography. The Qantas logo was not well crafted and anyone with a smidgin of typography training should know that curved letters like O, Q and S should never ever be the same height as N and M.
That's only one example. Most headlines and brand logos that I see today are not properly spaced. Again it's nothing to do with preferences as there is a right way and a wrong way to do things. The wrong way can turn any word into pidgin English.
The bottom line is that by using a computer to set type can make it legible, but its use may not make one a good graphic designer.
An old rule of thumb is simply that sans-serif fonts are easier to read on screen while serif fonts are easier in print.
[edited by: martinibuster at 3:11 am (utc) on May 25, 2013]
Brush strokes? Oh, puh-leeze. Isn't the difference between "drawn" and "lettered" characters explained around page two of any typography textbook or calligraphy manual?
I agree, and will go further. It's more than just a rule, it's a fact. This has less to do with style than it does with the practical and utilitarian concern of making content easy to read.
Where I come from, "inscribe" means carve in stone
Written text-- whether by brush, stylus, reed/quill or some other mechanism-- is something entirely different.
Besides, the earliest printed books used letterforms that replicated those produced by handwriting using a nibbed instrument. (This description applies to both italic and blackletter/fraktur.) "Roman" fonts came along many decades later.