How to Pick Fonts for your Business

Picking your fonts might be the last thing you think about when you’re making your content or designing your website, but they provide your user with a recognisable asset that, when used well, can elevate your branding.

Rule 1 : Keep it appropriate to your brand

Fonts give feeling and tell a story.

When you see a font like the Joanna Herman webpage, you definitely don’t think of fitness, weight training and strength.
You think of luxury, fashion, sophistication and other such ideas.
That is because of the shape of the letters, they’re thin, tall and have what’s called “Serifs”.
A serif is the feet at the ends of the letters that give it an upper class feel.

For people working in the fitness industry a good rule of thumb is to look for “sans-serif” fonts which are fonts without the serifs, as-well as going for a much chunkier font depending on your niche.

For example if you are running a gym for strongmen, power lifters and hardcore bodybuilders you want a really thick, powerful font that matches the aesthetic of your customers. For example, something similar to the Juicy Marbles webpage : their meat is chunky, therefore, so is their font choice.

However, if you ran a yoga studio, then you would want a thinner rounder font. This is to give a feeling of peace and flexibility, which is the essence of yoga.

A fun guideline is to try and consider the physique of the people you work with when you pick a font. This could help make the process of choosing a font a lot easier, but also make your brand relatable down to the details.

Ballet dancer = Thin and petite font
Strongman = Thick and masculine font

Rule 2 : Variety is always good

One of the first rules of design is contrast. You need contrast to create a hierarchy to your website and it's content. With variety, people are aware of what is the most important thing to read first.

Looking at the example we have,
"WE MAKE IT HAPPEN" is very clearly the first thing we are meant to read, everything else is meant to be read afterwards.
This is all created by the use of contrast in the size and thickness of the fonts used.

So when looking for a font, it's important to know how many weights it has (how many thickness levels) and if you can create some contrast with them.
If a font doesn’t have multiple weights, but you think it's perfect for your brand, that’s not a problem. The best solution is to pair your font with another font that compliments it well and is of a different weight.
This is what we call font pairing, however it's a bit advanced to cover now. But feel free do to some research or work with a freelance designer (like myself). You'll be able to get more advice about how to pick a font that matches.

And lastly

Rule 3 : Is this font easy to read?

It is very important for you to check that your font doesn’t cause headaches the second someone starts to read a paragraph that’s more than 15 words long.

Ideally, if your font has multiple weights, you will use the one called ‘regular’, ‘medium’, ‘normal’ or something of that kind for the paragraph text at a size between 12-18px. This is the standard reading size, but make sure the letters aren't too close together, too thick or too thin. The easier something is to read, the more enjoyable it is.

And thats the basics of picking fonts for your business.

If you're interested in having me design your website or would like any assistance concerning font choices, pairing and readability, feel free to contact me using the contact form.