A question Ray doesn't like to get is, "What is your favorite typeface?"

He tends to think that the typeface is a flexible element. You can pick any font you want and build a concept around it, or start with a concept and pick a typeface for it.

An example.

At a talk Ray attended, the designer / speaker described how typefaces work: "For instance, you wouldn't use /Franklin Gothic for a lingerie ad, and you wouldn't use Nuptial Script for an ad for nails."

Hmmm. Really. I had this to counter that argument in about 30 seconds.

Nuptial Script.

An advertisement for nails using Nuptial Script. Picture a handful of nails, like the kind you'd use to nail 2” x 4” boards together.

Franklin Gothic Extra Bold.

Over a photo of sexy lingerie in FGEB, the words “Hardcore lingerie.”

I think those two options show that it isn’t the typeface that makes the ad (though that may be true even here), but the concept.

I need to make actual ads which would show this even better.