Final answer:
A serif is a small decorative 'tail' at the end of a letterform, often seen in fonts that are considered classic or refined. Sans-serif fonts like Helvetica lack these embellishments and are viewed as more modern. The choice between serif and sans-serif fonts is a crucial aspect of typography in design.
Step-by-step explanation:
A serif is a small decorative line or stroke attached to the end of a letterform in some fonts. It appears as a short descending line or a 'tail', also known colloquially as 'feet'. When comparing serif letterforms with sans-serif letterforms, which do not have these 'feet', you can observe distinctions in style and readability.
Serif fonts have historic roots and tend to convey a classic or refined aesthetic, whereas sans-serif fonts, such as Helvetica, are perceived as more modern due to their clean and straightforward appearance. The choice between these two styles is significant in typography and can greatly affect the tone and readability of text.
Nowadays, with the prevalence of digital design, it is relatively easy and cost-effective for designers to access a vast array of typefaces and select the ideal one for their project, be it for a corporate identity or a specialized design. Type style can be an influential conveyor of meaning and using the correct typeface is crucial in design as it aligns with the identity and purpose of the product or company it represents.