Another thread I started in the AIGA typography board that didn
> How about adding target audience to your list? (demographic information, ie. age)
Oh, feel free.
This is a good thread. Thanks Keith. However, I only can say “it depends on the job”. Each job asks diﬀerent questions, and those questions create diﬀerent needs. I’ve dealt with each of these and they’ve come in diﬀerent orders for diﬀerent jobs. I am blessed with clients that trust my judgement as far as type selection goes. I tend to talk their ear oﬀ about why they should choose a speciﬁc typeface or why I have used it. They then go pale and ask me never to do that again. If I had a dollar for every client that thanked me for the unnecessary type history lesson…
> AIGA typography board that didn