This type is for layout purposes only; it is not really intended to be read for content. The main intention here is to demonstrate the size, style and length that will be evident in the finished piece. Since the appearance of the typestyle used in a piece can have a significant effect on the impression it creates its selection is critical. Each typeface has its own character and personality and this must match that of the company or product it represents.
Excellence in typography is the result of nothing more than an attitude. Its appeal comes from the understanding used in its planning; the designer must care. In contemporary advertising and promotion the perfect integration of design elements often demands unorthodox typography. It may require the use of compact spacing minus leading, unusual sizes and weights whatever is needed to improve appearance and impact. Stating specific principles or guides on the subject of typography is difficult because the principle applying to one job may not fit the next.