Just like colors, fonts are a form of visual communication that evoke certain feelings and associations from those who see them. Your chosen font conveys a lot about you and your business. Your words don’t just communicate a message – the font used to type those words influences how people perceive the message. Should your font be bold or thin? Modern or classic? Is it even legible? There are numerous things to consider before committing to your business’s distinct font family. Here are a few key points:
Fonts all emit a distinct personality, whether it’s the classic elegance of Times New Roman or the whimsical fun of Pacifico. When choosing a typeface for your business, choose one that aligns with your business’s personality. Is your company more traditional or contemporary? Masculine or feminine? If you’re a bank, your main font should perhaps be a classic, serif font such as Georgia or Times New Roman. If you’re, say, a contemporary advertising agency, a sans serif font like Futura could be a good choice. You wouldn’t use Impact for a wedding planning business any more than you would use Nuptial for a construction company. Make sure that your font makes sense for the style of your business and matches its personality.
Once you choose your two or three distinct fonts, you will be using them in every aspect of your business, from marketing materials to your website. Your typeface must be a versatile choice that provides bold, regular, and thin variations that can be italicized or capitalized with ease. Some specialized or custom fonts can be limited in their usability, so it’s best to choose a font that allows you a wide range of uses. Using a service such as Google Fonts to decide your business’s typeface is a smart choice because it guarantees that the font you use is easily accessible and fully functional across a range of applications. It’s usually on the more affordable side as well. Buying the rights to a font family can get expensive quickly, so be sure to keep a budget in mind when looking through options and make a cost-effective choice.
This may seem like an obvious tip, but make sure that your typeface is fully legible at any standard font size. While script fonts may be beautiful as a title, they’ll be virtually unreadable at any smaller size. Readability is the most critical thing to consider; if your typeface isn’t readable, then your customers will turn elsewhere. There are two main tests for determining your font’s legibility. First, change your font size to 10px and make sure what you’ve written can be easily read. If you can’t read your font at that size, then it isn’t a good option. Next, try the Il1 test. If you can’t distinguish between a capital I, lowercase L, and the number 1, then your customers and clients won’t be able to either. Confusion is the last thing you want your readers to experience when they’re viewing your website, marketing materials, or any other aspect of your business. Making sure you choose a font that is clearly legible will help avoid this.
Lastly, avoid Comic Sans at all costs. Trust us here; just don’t use it at all.
Your company’s typeface is incorporated into every aspect of your business, from the logo to the text on your website. To elevate your company’s sense of professionalism and design prowess, follow these simple rules of thumb for choosing a typeface that suits the style of your company while still remaining legible and versatile for practical use. Try choosing two main fonts – one serif and one sans serif – that follow the guidelines outlined above. We guarantee that you’ll end up with a great combination that leaves your customers impressed.