Your choice of font says a lot about your business to a prospective customer. Branding, at its heart, is the way your customers view your company and it’s rarely as cognitive as the written word. It’s more impulsive, more visual, and this is where font choice comes into its own.

The font that you choose for everything from business cards to digital marketing can have a big impact on your brand. Here are some important points to consider when it comes to choosing your fonts.

What does your choice of font say about you?

There are five basic types of font – serif, sans serif, modern, script, and display. Each of these categories contains hundreds of font sets, both standard and designer. While the individual fonts may have their own quirks, each category has an overall appeal and targets a specific audience.

Serif fonts

Serifs are the stylised tags at the ends of letters, where a pen stroke would be, were they hand written. The crossbar of a capital T, for instance, has a serif at either end. These fonts demonstrate tradition and respectability, reliability and comfort. Serif fonts will look professional when used in your brochure printing endeavours.

Popular serif fonts include: Time New Roman, Baskerville, and Trajan

Sans serif fonts

Sans serif fonts forgo those little flourishes at the ends of their letters, producing a clean, easy-to-read font. To the customer these fonts suggest modernity, stability, and objectivity.

Popular sans serif fonts include: Helvetica, Calibri, and Franklin Gothic

Modern fonts

Despite the name, modern fonts have been around since the 18th century. They are notable for have thin horizontal serifs, and small openings in such letters that require them. They give the message that your company is strong, chic, stylish, and progressive.

Popular modern fonts include: Future, Didot, and Century Gothic

Script fonts

Script fonts are often used by high-end retailers and service providers, as well as businesses aimed towards literature and the arts. Styled to look like cursive handwriting, they evoke elegance, creativity, and affection.

Popular script fonts include: Bickham Script, Edwardian Script, and Lavenderia

Display fonts

These are the fonts where anything goes. Differently sized letters? Unusual shapes? Flowering type for a florist? Steaming fonts for a coffee shop? Anything where the font itself is noticeable for its shape and spacing counts as a display font. These are designed to catch the eye at a conscious level and say that your business is friendly, unique, expressive, or amusing.

Popular display fonts include: Cooper, Spaceage Round, Valencia, and Giddyup

For more information or help with your print or graphic design needs get in touch with today.