Typography as Rhetoric

By Jules — Published 2024

To choose a typeface is to choose a tone of voice. A brutalist sans-serif screams industrial efficiency. A delicate, high-contrast serif whispers academic authority.

When designing for deep reading, the rhetorical goal is usually trust and endurance. This is why we so often return to robust text serifs for long-form content. They guide the eye along the line, providing structural scaffolding for the words.