Although the terms typeface, typeface family, typeface classification, font, and font family are often misused, they do have different meanings. A typeface is a particular design of type. A typeface family is a group of typefaces that have a similar design heritage or style, say, from original work done by a particular Italian master designer. A typeface classification, on the other hand, would be a group of typefaces that share certain characteristics, such as having serifs or being sans serif. (Serif typefaces have chiseled ends like the letters in Times New Roman, or Garamond, which is what this column is set in. Sans serif means without serifs. A font is a particular version of a typeface, such as Helvetica Bold or Helvetica Italic. All the Helvetica fonts as a group are considered a font family. Different fonts are suitable for different uses. For example, extra-bold fonts are used for printing such things as signs and book covers. They are designed to display well as bold characters; they are not just made bold by a word processor. In this article, the author attempts to get readers to pay more attention to the fonts they use in daily communication, and offers the following list of things to consider when choosing a font for a particular project: (1) Consider your goals; (2) Consider your audience--Children, teenagers, adults, seniors, teachers, and professors are all quite different audiences; (3) Consider the kind of communication you are creating--Signs, labels, and subheadings are often done in a plain sans serif font; and (4) Consider the affective nature of a font.