If you want the typography on your website to stand out a little from 99% of the web, try using a distinctive yet sufficiently low-key typeface that does not upstage the actual content. Sure, there’s nothing wrong with a bit of character but be wary of going overboard aka using highly characteristic display fonts (think Ravie in the image above) for extensive text. Hierarchy wise, for body text, it’s always advisable to use a non-gimmicky, legible and formal typeface like Helvetica or Garamond. But since using Times time and time again (see what I did there?) gets boring and a fun new pictorial font can easily outlast its welcome, the key is to strike a balance between the trusted classics and the snazzy, stylish and novelty-laden personal favorites. Remember, you can only choose the right typeface if you keep the nature of the content and target audience in mind. Do you want a typeface that is the font equivalent of a floral shirt and Bermuda shorts or a crisp business suit? Or do you want to mix and match for the various sections of the content? Here are five good questions you should ask yourself before selecting the typefaces for your brand new website: Typography Rapid Fire: The 5 Question Process For Finding The Right Font 1.
It’s time we all learned that there is more to picking a typeface than choosing the first typeface, or the one that’s most frequently used, in the drop down list of your design software. They can certainly be used successfully if they are applied appropriately and effectively to generate a desired effect. It would be unfair to call these typefaces inherently bad though. I have just seen them abused so many times and so incessantly that I automatically find myself repulsed whenever I encounter them. It’s not that I have anything against the typefaces I mentioned even if I am admittedly pretty vocal about my dislike for them. But it would fail to be persuasive if it’s delivered through a 22 point bright yellow Lucida Calligraphy. The reverse is also true: You might draft up the most seductive copy in the history of landing pages. The sense and mood of everything from an isolated word to extensive blocks of text can be effectively visually expressed through the right typeface. Typography can be viewed as visual summary. To deliver your message successfully, you need to choose typefaces that bridge the gap between your graphics, your text and your objective. It can make or break the overall effectiveness of any communication message and directly impacts audience perception, interest and level of engagement. Typography entails everything from typeface choice (including leading, tracking and kerning) and the color palette to layout and design integration.
To pick the right fonts in our work, we need to get savvier with typography. With services like Adobe’s Typekit, we now have access to hundreds of typefaces that we can use to our heart’s content. This undermines how important the right typeface is for making text pertinent, effective, and persuasive.Īs designers, we tend to be sensitive to all aspects of the visual medium including typography but we sometimes tend to overlook just how important the font is. There’s a gross misconception that typography is simply “font choice” and as long as the font looks good, our work is done. The font just needs to be “pretty” right?
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