Fonts shape how your words sound before anyone reads them. A serious font and a playful font can say the same sentence in very different voices.
Use two, at most
One font for headlines and one for text is almost always enough. When a design has four or five fonts, it usually looks busy rather than creative.
Match the voice
- Rounded, friendly shapes feel approachable
- Sharp, narrow shapes feel modern and serious
- Serifs (the small feet on letters) feel established and editorial
Readability comes first
A beautiful font that's hard to read at a small size will hurt more than it helps. Test your choice at the smallest size you'll use it, such as a phone screen or a line on a label.
Check the licence
Some fonts are free for personal use but not for business. Before you commit, confirm you're allowed to use the font for the way you'll use it, including on a website or in print.
Be consistent
Once you've chosen, use the same fonts everywhere: your website, documents, social posts and signs. Consistency is what makes a brand feel put together.
