In marketing, the font you choose makes a huge difference in your brand image. Whether it’s the logo or the content you are putting out, a font can change something from having a professional look to a casual one, simply by the way the letters look. This is why it is so important to understand the different kinds of fonts and when to use them to convey the message you want for your business.
When beginning the process of choosing a font, it is essential to narrow down the category of font you want to use. There are four main font categories to choose from: serif, sans serif, script, and decorative.
Serif → These fonts have “feet” on the edges of the letters which are the swoops or lines letters end with. This look conveys formality and tradition when it comes to designs.
Sans Serif → These fonts have no feet on the edges of the letters. This look conveys simplicity and modernism in designs.
Script → These fonts are similar to cursive but are a little more fancy including more swoops and character to the ends of letters. This look conveys elegance when it comes to designs.
Decorative → These fonts are meant to stand out and are often the focal point of a design. These looks convey style and creativity in designs.
Choosing a Font
It is quite daunting when choosing a font because of all the different styles there are in each category! The best way to start deciding what font you want is to focus on the feeling you want to evoke from your audience when they’re thinking about your business or coming into your company’s space.
An example of this would be a traditional business logo. Some of the largest companies like Google, Amazon, and Apple use simple and clean fonts for their logos. They give the look of sophistication and give the enterprise a sense of professionalism. In this case, it would be the best choice to choose a font that is serif or sans serif.
Another way is to choose a font for a space. For example, a cafe would not use a serif or sans serif font as it is not necessarily the most professional and traditional space. Instead, it’s a great idea to choose a font that has a personality and invites the customer into the relaxing space. In this instance, it would be the best choice to choose a font that is script or decorative to be the focal point.
Overall, the font you choose to represent your brand leaves an impression on your audience and represents the feel of that company. It is crucial to not leave the wrong message and instead use fonts to your advantage depending on the feeling you want to convey.
If you’d like some guidance or advice on implementing these techniques into your marketing plans, call us at TwoFold Marketing: Monday-Friday at 608-225-2448
Lauren. “How to Choose the Right Fonts for Your Website.” The Events Calendar, 7 May 2019, https://theeventscalendar.com/blog/learning/how-to-choose-the-right-fonts-for-your-website/. Accessed 26 June 2023.