184 Chapter 5 Type Understanding Typefaces Designers can spend forever agonizing over subtle differ- ences of typeface choices. Take a look at the two examples in Figure 5.11. Helvetica and Times are clearly different, but can you identify and describe the difference between them? Close examination of the characteristics of these fonts will help you know how to make the best and most suitable choices. Typefaces with similar design characteristics can be defined into two main categories: serif and sans serif. We'll look at serif typefaces first. Figure 5.11 Helvetica and Times typefaces. Serif Typefaces Characters written in serif typefaces have little tails at the end of strokes, called serifs, to maximize readability. These typefaces are generally easier to read in print and are used in