To see all 10 tips, click here.
Tip #6: Font Choice
FOLLOW THE RULE OF 3 FOR FONT CHOICE. ENSURE THEY’RE COMPLIMENTARY AND CHOOSE ONE FOR HEADLINES, ANOTHER FOR SUBHEADS, AND ONE FOR BODY COPY.
Be mindful of mixing too many typefaces, styles and font choice. Having more than 3 different fonts on the same page can over-complicate your design, and can completely change the balance and tone. If adding an additional font isn’t adding anything to the experience, there’s a good chance your design can live without it. The font choice that you end up selecting should compliment others that you use; such as having a bold headline and a thin, italic subhead.
SANS SERIF FONTS ARE BEST VIEWED ON-SCREEN. A SERIF FONT CHOICE IS BETTER WHEN PRINTED.
Serif fonts make the individual letters more distinctive and easier for our brains to recognize quickly. This makes them perfect for long paragraphs of printed works. On the other hand, a sans serif font choice will work best for the web because its simplified letterforms require less pixels to displayon screen, making for an easier read.
IF YOUR ORGANIZATION HAS APPROVED FONTS, USE THEM. OTHERWISE, THERE ARE A PLETHORA OF FREE FONTS AVAILABLE ONLINE. NO MATTER WHAT FONT CHOICE YOU MAKE, LEGIBILITY IS IMPORTANT.
Refer to your organization’s visual identity guide first to see if there are typefaces approved for the brand. If not bound to brand guidelines, sites such as FontSquirrel and LostType offer dozens of high quality free fonts. Make sure your that font choice allows for your text to show up clear and legible so avoid overly decorative styles and any special effects such as glows or shadows.