If there was only one thing to remember in graphic design, it would be typography! It is very often the basis of all graphic production. Without it, it is very difficult to precisely communicate an idea.

Whether in printing, web, or motion design, choosing the right typography can be a complicated exercise. Many motion designers, capable of technical prowess in 2D or 3D, experience white sheet syndrome when choosing a typeface.  

Each media has its specificities, but typography remains most of the time the keystone of a composition. 

1- Think About the Meaning of Typographies 

Each type of character family awakens in us, sometimes unconsciously, a symbolism. I would say they have connotations. 

This is due to our common cultural ringing as an individual in a society. 

2- Choose Timeless Typographies 

Typography is like dress styles, when you are a teenager you would try anything and as you grow up you learn that there are timeless classics that meet 90% of your needs. 

This is perfectly true in typography: there are typefaces to own that will solve most of your problems. 

You are able to apply typography in modern day context as it's a ageless trend then will be here to last. Be it on Wallpapers, Large Poster Printing, Murals basically anything you can write on.

Beware of overly fanciful typographies that will age badly and tire viewers. 

As such, you should get to know and master the classics. Especially since these typographies have undergone revisions, modernizations, and interpretations through the decades.  

3- Pay attention to Readability 

This is certainly obvious, but it happens too often that we privilege the shape of the character in its reading. Even though sometimes designers desire to disrupt and somehow work the reader's gaze, in the vast majority of cases it is not intended. If the character is not readable, the meaning of the words is not perceived and the message is simply not conveyed. 

4- Limit Yourself to 2 or 3 Different Families 

If you look around and watch posters, publications, and videos. You will find that harmony is broken beyond three families of characters. 

On the other hand, you can mix serifs and linear without a problem and vary the typographic weights of each family as much as you want. 

Only certain designers with solid experience and a very strong typographical sense can succeed and get around this rule.  

5- Opt For a Typography With Different Weights 

The weights of a typography are the variations within the same family. All the variations from light to black are weights and allow you to vary your typographic compositions in order to highlight certain words, titles, paragraphs. The weights and body (size) of a character make it easy to prioritize information. 

6- Think About the Purpose of Your Typographic Design 

For example, if your creation is intended to be shown on LED screens, be careful not to use serif fonts as they may look bad.  

When it comes to printing, paragraphs written in serif typography are easier to read. For web, motion, or projection you will not have the same needs to take into account. 

7- Think About the Contrast 

Like readability, contrast contributes to the successful transmission of the message. By contrast, I mean the design of the character itself but also the choice of its color adapted to the background. It is always necessary that the character stands out well.