It is important to give typography as much consideration in solving a design problem as color, imagery and composition. Experience and sensitivity to type design will make the difference between a piece that merely “reads” to one that “communicates”.
Keep a file of brochures, magazine articles, ads, etc that you find appealing. What strikes you about each? Can you identify the typefaces used? Notice the difference between the headlines and body copy.
And the typefaces should be complimentary. This can often be achieved through a mix of serif and sans serif fonts. Attention should also be given to line breaks in headlines and body copy. How does the copy read?
Here are 3 more tips:
1. Avoid more than one hyphen in a row, widows and large gaps in the end of lines.
2. Adjust letter spacing in headlines as many fonts have poorly designated kerning pairs.
3. Letter spacing should look consistent whether the copy is set tightly or spaced out for a wide look.