How do can you distinguish one typeface from another? Each typeface is a style of lettering. Compare the lettering in a magazine to a newspaper, or compare a poster with a book. You will probably notice that each of the letters are different. Type is generally divided into four categories: serif, sans serif, display and script. Below are descriptions of each type category.
A serif (also known as old style) typeface has little horizontal and vertical lines stemming from the upper and lower ends of each letter. Serif type began in the 1490's. Serif typefaces are most appropriate for body text because they are very legible.
Conversely, a sans-serif typeface does not have serifs. (Sans is French for without.) Sans serif typefaces have more a modern look than serif typefaces. Sans-serif typefaces are very versatile and are used for many kinds of text, but are most commonly used for headline or caption text.
Display typefaces come from the early 1900's style of advertising when a specialized typeface was needed to promote a product. It is inappropriate in many cases to use display type in body copy because these typefaces tend to be very ornate and difficult to read in large amounts of text.
Script typefaces derive from penned calligraphy and are most commonly used to communicate elegance and sophistication. There are many different script typefaces available, and they are most commonly used for wedding invitations. They are not recommended for body text or headlines, and should never be set in all caps.