“Use the various weights and styles of a font for variation, rather than choosing combinations of two or three fonts. Too many fonts may make a piece look like it was designed by an inexperienced designer.” (Denise M. Anders, DMA, New Jersey)
Maintaining faith amongst a group of consumers is very important, and that begins with how an ad makes people feel about that product. Some products have a great deal of brand loyalty from their customers, largely due to the tone and appropriate feelings that the advertising has conveyed to those customers. Should a particular product suddenly present itself completely differently from how it has in the past, it runs the risk of alienating and losing much of its support base. This can be avoided by unity of design and use of appropriate fonts to make the consumer feel comfortable, and that this is still the same solid product they have come to love. That is what I plan to do with the advertising for iPad.
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