Font.

It is often the case that people do not pay enough attention to fonts, but choosing the correct one is vital for the project; be it an advertising campaign, Christmas card or in mine and my group's case, mugshots in the late 1950s. The font is a subtle and unconscious persuader, personally I think that the use of fonts make/break the outcome of your product, so it is completely essential that you make time for it. Not only is that the case, it also attracts attention, sets the style and tone of a document, helps readers interpret the words, and defines the feeling of the page (usually without the reader recognising a particular font).

Changing the font can be fun as you can go from casual to formal, silly to serious, staid to stylish, old fashioned to modern, depending on your mood or what your project is on. The font can reinforce your image as a company or an individual. If you use it consistently enough, people will start to associate you with certain fonts (you can say it is kind of 'auteuristic'). The font also has an effect on you even if you do not consciously notice it. You can use this 'power' to your advantage to attract attention, strenghten your message, and improve your image, or you can even overlook it and work against yourself. The right font can also encourage people to read your message. The wrong font however can make your message go unread.

In the last couple of lessons, my group and I used the Internet and Microsoft Word to search for the font that tells the audience what era it is. We wanted to look for a fairly plain font as it would be easy to read for the audience yet bold so it does not look boring. We found 'Ayuthaya' and 'Letter Gothic Std' the most arresting but we have not yet chosen the definite one as we do not want to rush into it as we are not filming yet. With the amount of time we have at the moment, I am confident we will find the correct font that will be used in the mugshots.