It’s not just 26 letters in the English alphabet, a brand font has to have a personality; it has to be read by a five year old as much as by an 80 year old; it has to be used in print and screen – large and small – on devices that haven’t even been invented yet.

On a daily basis, you frequently make an unconscious decision not to do something new…

…to put your shoes on in the same order…

…to buy the same newspaper every day…

…to watch an episode of a television series even though you’ve seen it several times before.

Consumer.ology by Philip Graves

In most cases journalists have to create the story from scratch, usually by following leads. They will have to research the facts to get to the heart of the matter, discover the different viewpoints and opinions, and bring this material together accurately and coherently. The message has to be factually correct, balanced, and fair, but the writer is allowed to take a stance, which could reflect that of the newspaper or, in the case of a column, the writer’s own opinion.