Choosing type can make or break a design. Like many of you, I find I have to experiment with many type faces in order to find one that fits just right. That may be an easy or painful task depending on the project. But I do think that once it works, I just know.
For my work, I have to do a lot of business with printers, as we do not have any in house printing. It is so baffling to me how printing houses don't find it necessary to hire a 'real' designer to make executive decisions on layout, type, color, ect. I can't tell you how many times I've sent over a design to be printer with certain parameters and the proof that comes back to me is COMPLETELY different. 9 times out of 10, its because the type choice has been changed and it has altogether changed the design as a whole. It's so frustrating, especially after taking all that time to figure out which type works with what!
But the moral of the story is that choosing type is critical in making a piece work. If you don't take the time to do the research and find the right matches you could end up with something that looks sloppy or unprofessional. Please see, Comic Sans: In the most inappropriate places.
Anddd, end rant.
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