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A fundamental element of written communication is the font or style of your typeface. When choosing a font, you should ask yourself two key questions: Is it legible? Is it spaced well?

When utilized well, a font or font mix accomplishes four things:
1. focuses attention
2. enhances readability
3. sets a tone
4. projects an image

In most cases, text smaller than 7 point is hard to read. Due to the different surfaces of promotional products, printing on them is not as precise as printing on a piece of paper. Often, small text "fills in," that's where the ink from one letter bleeds into the next. When printing on a small item such a pen, sometimes you'll have to simplify your information in order to keep it legible.

Serif vs. Sans Serif

A serif font has decoration on the letters, where a sans serif font does not.

Whether to use a serif or sans serif font usually depends on the feel you're looking for to coordinate with your brand. But, when the type size is reduced to fit on the item, serif fonts generally come out less crisp than sans serif fonts. The serifs can become weak or non-existent, or they can be over-accentuated, making the type hard to read.

Weight and Character Spacing

Bold fonts can be great for promotional products. Due to the imprecision of some imprint methods, making a font bold may increase its readability.

But, as the line thickness increases, the space between the letters decrease, making "fill in" more likely. Sometimes, it may be necessary to add more space between your characters to prevent them from running together.

Many of the fonts shown in the graphic below reproduce well and are generally available with most vendors.

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