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  • Writer's pictureBianca Crowe

How Important Can My Brand’s Fonts Really Be?

Each type of font serves a unique design purpose, and once you know how to wield them, you can make informed decisions for your brand. So let’s break down the basic principles of font design and selection today, shall we?!

As a designer, I spend more time than I’d like to admit studying fonts. Why? 

>> Because typography (or the aesthetic arrangement of text) creates a visual hierarchy that conveys crucial information about your brand from the moment someone sees it. <<

Understanding Font Categories

Serif fonts feature small lines, or serifs, at the ends of letters. This suggests tradition, professionalism, and sophistication. Serif fonts are often used in print; Times New Roman is probably the most common example!

Sans-serif fonts, or those lacking these small lines, present as modern, minimalist, and more straight-forward. They are favored in digital and web contexts. 

Script fonts resemble handwriting, offering a decorative flair.

Display fonts are an overarching category. They are typically large, eye-catching fonts meant for large-scale use like billboards and headlines. 


Choosing Complimentary FontsSuccessful typography involves selecting fonts that balance well together without feeling too boring or too crazy. Achieving contrast, similarity, and a balance of tone enhances visual appeal AND readability (because what’s the point of a great message if no one can read it?!).

Tips for Pairing Fonts like a Pro

1. Contrast Font Weights: Mix bold with light fonts for emphasis and mood matching.

how to choose fonts that complement eachother

2. Use Different Font Categories: Combine, for instance, a serif with a sans-serif to blend tradition with modernity. For example, the below font pairing gives a feminine and romantic tone:

choosing fonts that complement eachother

3. Choose Complementary Fonts: Look for fonts with shared characteristics, but that are distinct enough to create engaging contrast. Using a ‘font family’ is a great way to do this. You can see the example below uses the all caps serif font Playfair Display for the headline and then the italicized version of that font for the sub-headline.

how to choose fonts that complement eachother

4. Limit Fonts to 2-3 per Design: To maintain clarity and coherence, avoid overcrowding your design with multiple fonts.

don't use too many fonts

5. Consider Font Size Hierarchy: Utilize varying font sizes strategically to guide viewer attention and organize information effectively. Try to use different font sizes for headlines, subheadlines, and body copy.

Want to try your hand at point pairings? Check out this cool website where you experiment with different font pairings to see how they sit with you!

Cheers to choosing and using fonts wisely and effectively for our brands!

If you don't know WHERE or HOW to start building your brand - lets get connected!


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