With many publications now available in each market, fonts have become a key differentiator,” he says.Īccording to Cooper of Modular Infotech, the library of fonts can be classified into functional classes, such as text fonts for running text bold fonts for emphasising certain points headline fonts to catch readers’ attention stylish fonts for ceremonial purposes and decorative fonts for advertising agencies. “This growth has come from new markets and additional publications.
One of the reasons is that newspapers have been expanding and growing in India, says Gupta.
Each newspaper now carries distinct typefaces. Now, however, the market is flooded with varied and bold fonts. There was a time when very few typefaces were available in the market, like the Times New Roman. Also, using different typeface for headlines, sub-headings, body text and captions enables newspaper designers to make the content attractive and easy to read.” Says Sanjaya Gupta, managing director of 4Cplus, “If you delete the masthead and hold a survey, chances are the reader will be able to identify the newspaper just based on the type design. For newspapers, a font provides a ‘signature’ and their readers get used to seeing the font and feel quite uncomfortable if the font is changed,” says MN Cooper, chairman and joint managing director of Modular Infotech.Īfter the masthead, what personifies the brand is the font typeface. Also, a well-balanced font gives a uniform gray tone to a newspaper and patches of dark gray areas in the text are avoided. First thing first, how significant is the role of the font in print? “A good font or typeface plays an important role in the readability of the text.