And the seemingly endless list of typefaces.

The process of correct font selection can determine the total 'feel & flavour' of a brochure, a press ad, a leaflet and even the overall brand perception of a product. Get it right and you can alter a piece of work beyond recognition. Get it wrong and it can be a disaster.

A typeface can create a feeling of urgent or relaxed, innovative or establishment, inexpensive or luxury, serious or light-hearted, old or new. But do we need (as I have) a library of 25,000+ fonts?

Yes we do. How many of those do I use regularly? Less than 1%.

We are always looking at different font styles and families to help give a certain characteristic, to give a different feel, and the huge, endless range of fonts available allows that opportunity even though most designers and typographers tend to regularly select their favourites.

However, font selection is only part of the art. How that font is then used (crafted) is another ball game...