“Design rules now” is one of the takeaways of purple cow and I cannot help but notice the various pointers to the same direction by authors, entrepreneurs, investors, and whole bunch of people. Beauty in things be it design part or execution part was always cherished by customers, but in this ever commoditizing world, it becomes even more important.
There are a zillion aspects to the design angle. Let me atleast get my first post on design. Lets talk about typeface. If one delves in to it, there are actually a lot of aspects that go in to , selecting the right typeface for the text.Legibility and readability are the hallmarks of a good typeface. Here are a few tips to choose the right typeface
1.Pick a typeface with similar character widths
2.Medium height to width ratio
3. Medium x- height ( x-height is the height of the lowest case character)
4. Look for small variations in stroke weight
5.Watch out mirrors in alphabets
6.Avoid overlarge letters
7.Avoid quirkiness as the text becomes difficult to read

Some of the best known typeface are : Casion , Garamond,  Stone Serif , Jason Text 55 Roman.