Effective branding is a crucial element for the success of any business – large or small. One of the key elements in successful branding is choosing a consequent line for the design of marketing, packaging and promotional materials. The design only works if it really corresponds to the brand itself. A successful design will wrap your business in the most suitable and appealing package for your target market.
While many small business owners are increasingly becoming aware of the importance of design for their branding efforts, fonts are still largely a neglected area in that field. One of the reasons for that is that many business owners simply don’t know enough about fonts to have an opinion about them. Well, we’re about to change this.
Let’s start with the very basic division between the two main font families: Serif and Sans Serif. Serifs are those little decorative marks that you see at the end of the letters. Sans Serif fonts are fonts that do not have these decorations.
Generally speaking, serifs are largely identified with “old-school” typography and are considered especially suitable for print. You’ll see them mainly in newspapers, books and magazines. The reason for this is that serif fonts are considered easier to identify and read in long texts.
Sans serif fonts, on the other hand, are more modern and are the standard for digital/web design. They look simpler, ‘cleaner’, cooler are are considered to be easier to read online.
These are the bare basics but keep in mind that this is a pretty crude distinction. There are many voices out there saying that it’s time to part with the serif-sans serif mythology and use fonts more liberally.
Which Font Is Right for You?
To answer this question, you need to go back to your brand identity. When your target market engages with your brand, what kind of feel would you like your business to convey to them? Are you targeting a relatively young audience or an older or more traditional market segment? Will you be using more visual or more text-based content in your branding? And no less important, what kind of style fits your business most?
Despite what some people will tell you, there are no rules to picking a font scheme. There are only your personal preferences and goals, so to make it easier for you, we created this concise comparison:
Some Helpful Guidelines
Although we said there are no rules, there are a few guidelines that can help you choose the best fonts for your brand:
- Unless you are a Typography Pro, don’t use more than 2 font types on your site. Keep the body text in a basic and simple font and add some flair to your site with unique fonts in the titles:
- If you work in a more ‘traditional’ line of business – Consultant, Real Estate Agent, Lawyer – keep the fonts traditional as well.
- On the other hand, if you are an artist, photographer or illustrator, you can definitely experiment with bolder fonts.
- If you want to add a personal touch, use a handwritten font, But try to minimize it to headers and sub-headers only.
- If your main audience is kids, keep the fonts fun, young and fresh.
- Heavy, bold, “square” fonts project power and stability, so if your business is a gym, construction company or an auto shop try using these fonts in your titles.
- Long, lean and thin fonts project an elegant luxury feel, so they would be perfect for a hotel, jewelry shop, or interior designer portfolio.
Experiment Before You Decide!
When you design your business website, you can easily switch fonts to test which one works best with your overall design and with your brand identity. On the Wix editor, you can change the font scheme in a few simple clicks.
You can use the font presets that our studio designers have prepared for you, or you can further customize your typography to better fit your design. Just follow these steps and you’re in font heaven!