There you sit, feeling it, in the throws of the creative flow like a Slip ‘N Slide™ greased with Crisco™. Headphones feeding your ears a steady diet of the feel good record of the year. Wireframe and content strategy are tighter than a snare drum. Initial color palette exploration mixes up easier than Kool-Aid®. Now your leaning into it, which is probably not good for your back. You think quickly to your self, “Fuck it, I’ll just throw another useless design book under my monitor later.” But not right now. Nothing can stop you now. It’s pixel sex and your hard up for getting down.
Logo - bang! Titles - pow! Paragraphs massaged into rough boxes - BOOYAH! Padding, margins, white-space - the pieces are falling into place stupid easy. Now you need the right type faces to really define the voice of this super-licious content. The writers busted their asses all last week creating this copy deck. Man, we are going to make it sing!
Like the Mac™ geek you are you “Tap, tap” on the command key and Google Quick Search Bar™ opens. One thousand times a day it’s there for you with the love of a Golden Retriever. You type the first 2 letters of your type management app of choice (for me it’s “l” then “y” for Lynotype® FontExplorer X™) and hit enter still feeling the flow of this amazing friggin’ record. This disc may forever be emotionally tied to this design, like it or not.
Staring at a list of a thousand fonts you create a set like a playlist of your favorite jams. Enter “JobX” and start scrolling straight away to your favorites. Now you just have to type in a couple words that display prominently in the preview box. Back to the list, you get the ones you are all too familiar with and add those to the set first. You’ve been thinking about them since you hit play in iTunes™. Next up, thinking a little deeper, a couple quick scrolls nets you the faces you’ve been dying to use. You know the ones, you bought them years ago for a project at that dot-com you worked with that went belly up.
Back on the canvas the classics are not working. It looks like nothing original is being said, we need freshness, not Franklin. Time to hit that deep dive stuff…too hard, too soft, too fruity, too web 2.0 wanna-be-VC-teet-sucking-fratboy-without-a-plan, *sigh*. Now you open Firefox and search your del.icio.us bookmarks to refer back to one of the 101 “30 Amazing Fonts You Have to Use if You Want to Be the Next Jason Santa Maria” articles. …and back to the font management app to search for a few of those titles. SCORE! There are two. But…they’re not the magic elixir you thought would intoxicate you.
So, the work is good. You rocked 4 comps; safe.jpg, pushing-it.jpg, my-fav-but-you-wont-pick-it.jpg and don’t-pick-this-one-i’ll-have-to-explain-to-the-boss-the-font-is-$500.jpg
I wrote this wordy, adjective heavy pile of crap to illustrate a point. That being, the process of finding fonts is a blind, mechanical act. Sometimes worse than searching for stock imagery. At least with image searches you can see several in front of you at one time.
I can’t remember all these fonts (How many can you name, maybe 30? 50? Ya right, sell crazy somewhere else). Some were in braincells I smoked away when I was young and indestructible. Others have obscure names that stick like a Wacky Wall Crawler™ if not used frequently.
While searching for a better solution, this is what I’m going to do. I’m going to print them all. “The quick fox jumps over the lazy brown dog” papering a wall in a thousand or so small pieces. So I can glance, see sarifs and gliphs that fit the picture in my head. Then, BAM! Right back into the flow. Feelin’ it like a mofo.