Hammock has some really talented designers -- and I'm not one of them. So I asked our art director, Kerri Davis, to help me understand what goes into the font choices designers make when they're laying out a spread in a magazine.

I tend to think things I don't understand are just magic -- don't we all? But Kerri shared with me the guidelines she follows as she starts her work. The end result still looks magic to me, but we can all learn from the method behind it.

I took Kerri's notes and marked up two spreads that I posted on Flickr. Click over to see her thoughts.