Make sure you don’t forget about brand fonts! Choosing your font style is an important brand feature for your business and there are a lot of factors that you need to consider. In this blog you will learn about the different types of font styles, how to find fonts that complement each other as well as other essential design features needed to find a font that best represents you and your brand.
Identify what emotions a font will invoke in your readers
Think about what services you provide and how you want your target audience to feel after reading any promotional content you create.
Fonts can have their own unique personalities: serious, fun, modern, imaginative, elegant, playful or even hold distinct qualities such as being youthful or feminine.
Fonts can make your brand personality and message more impactful. Start by understanding how common fonts make you feel.
Know the difference between serif, sans serif, script and display fonts
There are four common font types that can be used to promote different features within your text. Choosing a combination of font types can help you to create hierarchy within your text, making it easier for your audience to find the most important pieces of content at a glance.
- A Serif font has a traditional style, typically including a small stroke on the edge of the letters. Examples of Serif fonts are Times New Roman or Baskerville.
- Sans serif fonts have clean, rounded letters with a larger spacing, giving your text a clear and clean aesthetic. Examples of Sans Serif fonts are Monserrat or Lato.
- Script fonts are the easiest to recognize as they are normally made in a calligraphy style. Examples of Script fonts are Santorini or Alex Brush.
- Lastly are display fonts, these are the decorative, elaborate fonts which are typically included in headings, titles and logos. Examples of decorative fonts are Fascinate or Lobster.
Ideally, you want your brand to incorporate two of these different font styles in order to give your designs some contrast.
Weight (boldness), spacing and sizes
Finding the right weight, spacing and size of a font can initially prove difficult. The key factors are to promote great readability while also looking fantastic.
Weight simply refers to the boldness of font, remember you don’t want to have body text with a heavier weight than your headings!
When it comes to spacing you want all your fonts to be kerned (the space between the letters) correctly to give a uniform appearance.
In general, your headings should be larger than body text at 20px+, body font size being around 16px and lastly any secondary text slightly smaller at around 14px. This should vary dependant on what media you are producing, when you choose your fonts you’ll be able to find the optimum text size needed to create the best display.
Know how to pair fonts together
There is nothing worse than a brand using too many contrasting fonts or worse, using fonts that are far too similar. You want your target customer to only notice your fonts for the right reasons! If you exclusively use decorative script fonts, your text will suffer poor readability – however if you only use clear sans serif fonts any headlines or highlighted text will become lost features in the shuffle.
Pairing fonts is about finding a balance between fonts that work well together and this mostly relies on your personal gut instinct. Be sure to test out all different fonts from varying font families before settling with your selections.
Determine which fonts best represent your brand
A little research to look at what fonts competitors in your business sector are choosing should develop your design skills and make it easier to select the fonts that feel right together and work with your brand values.
It’s important to understand how you want your brand to be perceived. Is it formal or informal, playful or serious, feminine or masculine? Start by understanding how you want your audience to feel when they encounter your brand for the first time. A good way to do this is to visit Pinterest (link) and make some searches with adjectives that describe the feeling you want to evoke. For example, search ‘feminine brand’, (screenshot of Pinterest search) ‘feminine design’ or ‘playful brand’ and pay attention to the font combinations that pop up.
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