Typeface

Typefaces are letterforms that are made up of different materials used to produce and copy text with the purpose of distribution. The first typefaces were based on calligraphy but the influence of other cultures eventually brought about the fonts that we know today.

The Renaissance influenced the Roman and Italic typefaces since people preferred these more casual fonts over the previous blackletter text that had been used. Cost and class influences typography choices in publishing when comparing the materials used and to what audience it is intended for. For example, the printing press allowed for the distribution of a large amount of text which made literature more affordable to people in the lower class. The wealthy were more likely to spend money on the more elaborate texts and materials, such as gold engravings.

Anyone working with text needs to be cognizant of the rhetorical impact a font can have on an audience. Using bold or italic font may be appropriate for headings but in larger amounts of text it can make readability difficult. Lupton suggests that designers should know the history of a typeface along with the intended audience to make sure the rhetorical message is appropriate.