>Amazing project, but the font on the back of the card is gross. >It sort of reminds me of those research professors that have received multiple awards and their website is an unstyled HTML page with 4 links >If they used a sans-serif font then they would have nailed it >this particular serif font was also a poor choice out of the variety of serif fonts out there >that's awesome, but i think since it's a business car…
— White on black (inverse) is less legible, so all else equal compared with black on white the font should be bolder and/or bigger for equivalent readability. (Using caps or small caps is also OK in display text like titles, if it reads easier.)
— Legibility is also impaired by visual noise around the text (it’s not a single color but there is some pattern, for example). Compensate for that, too.
— Unless you really know what you are doing, stick to one font. You can use bolder/lighter variants of the same font.
— Never compress fonts vertically or horizontally. Instead, pick a different font. Many fonts have condensed/compressed alternatives, or there is also Impact if you want it.
— Use white space. Padding lets it breathe.
— Use typographic features. Em dashes (separate them by thin spaces), bullets.
> Embedded Design⠀⠀⠀Hardware ∙ Firmware
or
> Embedded Design — Hardware, Firmware
vs.
> Embedded Design - Hardware/Firmware
That said, everything except the first two is subjective. A relaxed vibe of “don’t give a damn about it” might be strategic if you are good at what you do (and crucially it is not design), as long as your card is legible and does its function.