I have a client who runs a fairly traditional transport business; no thrills, creativity or fun about it.
Until recently, he has been using a combination of
Bookman Old Style Bold for headings with
Comic Sans MS for main content on all internal and external documentation.
I have tried to explain in a neutral manner (without offending) that his ongoing clients expect a level of professionalism that Comic Sans just does not represent, despite that he has often stuck to his guns.
As the person who makes most of the new documents, I have sort of forced him to change over a long period by simply using Bookman Old Style alone, and avoiding the topic of font when discussing the work. This is not exactly kosher in my opinion, as I'm making a decision for him.
How can I explain the reasons for using or not using a font, in a clear and concise manner?
How do you describe the effect that a font will have? Are there a set of broad categories that you can use to describe fonts (and maybe their personalities)?