The Strategy of Font Selection
Font selection is just as important in the design of an impactful and memorable website as image selection, content and layout. It subtly helps to define your identity and convey an emotion. In just a split second, in addition to marking headings and establishing hierarchy, a font can convey:
Style: A clean sans-serif font might be appropriate for a retail site while a traditional serif font might be better suited for a law firm. A handwriting font offers a personal and feminine vibe while calligraphy can lend a classical nuance. There are even fonts crafted out of unique shapes or figures for a truly original look for a tech startup, kindergarten or artist’s website.
Tone: A carefully chosen font can define your brand as modern and sleek, elegant and sophisticated, playful and fun, or serious and professional.
Story: A font should also align with and support a brand's narrative and message. For example, a brand with a focus on sustainability might use handcrafted or natural-looking fonts to reinforce its values.
Differentiation: In a world of billions of websites, a unique and personalized font will set you apart from the rest and show that you will put just as much time and thought into your customers as you have in your branding.
Take your time and find the right fit. Your choice represents a fundamental aspect of your brand that goes beyond aesthetics. It influences user experience, brand perception and emotional connection with your audience.
