Every business has a certain personality to it. Many brands are a reflection of the business owner and their personality. The challenges can seem daunting when it comes to knowing what colors, fonts, and imagery to use that best represent a business. As we grow businesses into brands, there can be a disconnect between the brand itself and how it's represented online or through various online media. Sometimes this is due to a lack of understanding of the person designing the site. Sometimes it's a lack of creative or technical skills from the business owner.
It can be difficult knowing what fonts to use and which ones will end up looking mismatched from the rest of the brand. While a logo might include fonts that are fun and fresh, the website headings and body text could look stodgy and stale. Getting your fonts on the same page can make for a much more buttoned-up brand image.
Here are a handful of tips and resources to keep your brand congruent when it comes to fonts.
Knowing what to use
As a general rule, I try to keep font choices to three at most for your entire site. Your logo font should be one, or sometimes two, of those three fonts, used. Having too many different fonts on a page can be distracting and look disjointed instead of consistent and congruent with your brand image.
The style of your fonts should reflect the overall flavor of your brand. If you have a gymnastics business for kids, then steer clear of serif fonts (these are fonts with the little wings on the letters) which come across as more formal and serious. If you are a financial consultant, a serif font might fit better than a sans-serif font or handwriting font. The lesson here is to cater your font choices to your audience.
Use your fancier fonts for headings and stick to something safer for your body text. It can be difficult to read a large body of text using fancy fonts. Check out FontPair to see how different fonts pair well together. FontPair is a great place to find a few fonts to use on your site. According to Neuro Marketing when asking your visitors to accomplish a simple task (such as signing up for something), a simpler font could increase the probability of the visitor completing the task. Fancier fonts can be harder to read requiring more effort from your visitor. The takeaway here is to use simpler fonts for your body text, instructions, and calls to action.
Years ago, we would have to embed a fancy font in a graphic to use something other than the few default web-safe fonts. Nowadays, there are hundreds of fonts to choose from thanks to sites like Google Fonts. Using fonts from Google Fonts allows you to choose font pairings and keep them consistent across all of your branding and marketing materials. Download the fonts to your computer to ensure you can use them throughout your software tools.
Size does matter
Fonts can be tricky when it comes to sizing. You may have to play with these a bit but don't be afraid to use larger fonts. Larger fonts usually mean they are easier to read. You do want your visitors to read what you're writing right?
When your font on a screen is 16 pixels, that is about the equivalent to 12 point text printed on paper. When it comes to your website body text, shoot for 16+ pixels in size, and you might try 18+ for a more comfortable reading experience. Fine tuning font size may seem trivial but by optimizing your font size you can dramatically improve your page views and length of time visitors spend on your site.
If you find a site that you like try using Stylify Me to see what fonts, sizes, colors, etc. the site uses to give you an idea of what might work for your site.
Each font has a personality. Aligning your brand personality with each font you use helps further clarify what your brand is about and how your visitors perceive your business.