Don't call it a typeface

Don’t call it a typeface.

Call it a font. I know I know — it’s a typeface. I get it, I do. I understand the difference. But you know who doesn’t, and who doesn’t really care..? The vast majority of clients. They also don’t care about kerning or leading or all the other technical terms we use to craft typographic layouts.

When we use terms others don’t truly understand, it makes them feel silly. Out of their depth. Like they’re missing something important. It’s in these moments we all have a tendency to over-index on subjective notions and can, sometimes, act up. We all just want to understand, and be understood.

It’s known that creatives and clients speak different languages. And while we want to educate the non-literate in what we do, we run the risk of coming across as elitist, pompous and esoteric. The best thing to do is just use plain language. Your meeting or presentation is often the most interesting part of their day, so lean in and make them feel part of it.

Don’t use words that alienate. Use words that include.