The selection of appropriate type on maps, far from an arbitrary design decision, is an integral part of establishing the content and tone of the map. Typefaces have personalities, which contribute to the rhetorical message of the map. It is important to understand how to assess typefaces for their personalities, but also to understand which typefaces may be more or less legible in a labeling context. Beyond the choice of typeface, effective map labels will have a visual hierarchy and allow the user to easily associate labels to their features and feature types. The cartographer must understand and modify typographic visual variables to support both the hierarchy and label-feature associations.