Looking at Letters by Frank Chimero

A great analysis of choosing type and making creative decisions.

you can also pick by gut or chance once you’re certain you have a solid pool to choose from. Reasons can be arbitrary, and you need to leave room for whim. I once chose a typeface because I liked the 7. Sometimes one can overthink things.

I raise all this to show the natural limits of intent...Best to take those first big steps in the right direction, whittle down the options, and commit to what feels right to you. No choice is bulletproof, and no amount of evidence is ever going to completely clarify or validate a choice. This is what makes these choices creative.