Creative Cut: The Power of Type

Laurie Goodman, creative director for Awards.com, says her company chose its fonts for readability and ease of conveying information. “We use Arial bold and black for headlines, Arial italic for callouts and Arial regular for price charts. For body copy we use the serif face Utopia.”

While Awards.com uses these same fonts where possible on its Web site for brand continuity, says Goodman, “In HTML, fonts are extremely limited and there is no opportunity to finesse typography. For type to look really great online, you need to create headlines and important type as graphics (GIFs or jpegs usually). This way you can have complete control over sizing, spacing, kerning, colors, etc.”