thirteen ways of looking at a typeface by michael bierut

this is an oldie but a goodie from a few years ago. for both clients and designers alike, bierut goes through 13 reasons you might have an affection for a typeface and use it in your next project. these reasons can come up in various combinations depending on the project, but if you want a little insight on how we choose them, or why, take a look at this article, and then take an extra look at the typefaces you encounter whenever you notice something you like. you’ll be able to see why it’s working with the content and in the layout to entice you.