What should be your primary consideration when making typographical choices?

The primary consideration when making typographical choices should be clear communication. The main goal of typography is to effectively convey a message to the audience. Typography serves not just an aesthetic purpose but fundamentally aids in readability and legibility, ensuring that the text can be easily understood.

When the typography is well-designed and appropriate for the content, it facilitates the audience's comprehension of the message. Factors such as font choice, size, spacing, and line height all contribute to whether the text communicates clearly. The primary function of any typeface is to represent ideas and information in a way that readers can access quickly and easily.

While style preference, incorporating trends, and color contrast can play important roles in the design process, they should not overshadow the need for clarity. For instance, a trendy font may look visually appealing but could hinder readability. Similarly, color contrast is crucial for making text stand out but is still secondary to the importance of ensuring the words themselves are conveying their intended message effectively.