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JEROME JEWLER School of Journalism and Mass Communications University of South Carolina, ColumbiaĬreative Strategy in Advertising, Ninth Edition Bonnie L. It's just really unfortunate to look at and makes my eyes hurt (both literally and figuratively, friends).C R E ATI V E S T R AT EGY IN A DV E RTISING NIN T H E DITIONīONNIE L. Never use ALL-CAPS with a cursive or swirly font. While this doesn't have anything to do with font pairing, I feel like it is Font Etiquette 101.You can see how I did that in the first font combination illustrated below. The all-caps font acts as the perfect "base". When I do the above pairing, I often do the script font on "top", allowing it to sit on the all-caps font.There are several all caps fonts in this collection where this trick would be perfect to use. I also like to do all caps with one font and pair it with a script font in all lowercase, but that's just my own preference.
Pair a script font with a print font (combine this with the thicker/skinny idea and you've got a really great thing going on).