How Do We Really Choose Typefaces?

The rules we love to break

Typodoodles by me

There are common rules in choosing typefaces, factors that influence why we choose certain typefaces for certain projects.

Like legibility, of course.

Then, there’s purpose (for example, for the typeface Frutiger was designed by Adrian Frutiger for use in signage. The large x-heights allow easy reading from a distance).