Recently, our very own Spokesman-Review ran an AP article on how fonts can actually save you money.
Yes, it’s true. As the article suggests, “because different fonts require different amounts of ink to print, you could be buying new printer cartridges less often if you wrote in, say, Century Gothic rather than Arial. Schools and businesses could save thousands of dollars with font changes.”
The article goes on to list the fonts that use “different volumes of ink to print”. Does this mean that even a dull, plain-vanilla font like Times New Roman actually has an advantage over say, the more classic sans serif font, Franklin Gothic Medium?
Now, no doubt the printing savings is real. But in these recessionary times, when every marketing dollar is being scrutinized—if not reduced or removed—do we designers now have to contend with clients expecting to squeeze a little more out of our font choices? Let’s hope not.
I suppose the good news is that nobody is reading newspapers these days anyway (which, coincidentally, use quite a lot of that dull, plain-vanilla font). So until then, I’ll continue to select fonts that provide the personality required, rather than less volume.