Creative Cut: The Power of Type

The only places Times isn’t used are in special product or page headings. After trying a variety of fonts, currently Fromberger uses Goudy for those heads, because it “seems compatible with Times.” The only other font VCS uses fairly consistently, she continues, is Helvetica, primarily in picture callouts and with images (see above), because it stands out against Times. “This is a copy-heavy catalog that people do read,” Fromberger says. “So we need something easy [for customers] to scan through.”