Blog | Branding | Marketing Madness

What Your Font Says About Your Business

29/05/2015

In order to create a successful website, you need to bring all the right elements together to build something that your customers will be drawn towards. Your font is a vital ingredient to that mix.

Choosing the right font for your website is often-overlooked but is an essential part of your website design.

You may not think that the style of your font makes that big a difference to your customer’s opinions but think again.

What Your Font Says About Your Business

Fonts are typically categorised into two distinct groups; Serif and Sans Serif.

Serif

Serif fonts have those little extra ‘flicks’ on the ends of each letter and are considered to be ‘traditional’ fonts, usually seen in print works.

Examples:

Serif Font

Sans Serif

Sans Serif (sans meaning ‘without’) are those fonts without the extra bits and are considered to be modern alternatives, used primarily online and in contemporary marketing.

Examples:

Sans Serif Font

Within these fonts there are extremes at both ends of the scale, from overly simplified fonts such as Comic Sans, right up to complex calligraphy ones like Edwardian Script.

Your Audience

Knowing your audience is a big part of choosing the right font for your website.

Understanding the demographics you attract means you will know whether a vintage font will work better than a modern one.

In particular, the age of your target audience is a factor in whether or not they take to your font.

Younger readers will recognise modern fonts easier as it is what they are used to.

Older readers tend to prefer the traditional styles of font for the same reason, as well as the fact that they look more professional and ‘business-like’.

An example of a target audience affected by font style would be those with dyslexia.

A study undertaken by Dsylexic.com found that sufferers of the condition preferred sans serif fonts over serif and wide spaced styles were best overall.

Your Tone

Fonts have an impact on the tone of your text when read by an audience. It sounds strange at first but the look of a font can give your text a particular ‘voice’ when read.

For example, look at these two sentences below;

Font Examples

The first one is written in a serif font, Baskerville Old Face, while the second is a sans serif, Folio Bk BT. Both sentences say the same thing but, even out of context, they look very different.

The first example has a professional, formal look about it, while the second one has a softer, more informal style.

If you were looking at these two fonts for your website, you would pick the one that best reflected the ‘tone’ of you website.

Lawyers, academic institutions and high-end retailers are most likely to go with Example #1, while independent retailers, blogs and humour websites will tend to lean towards Example #2.

Your Design

The overall design of your website should also sway your decision on which font to use.

If you are designing a text-heavy website then something with wide spacing that is easy to read will preferable over more ‘fancy’ fonts.

Arial Font

A great example of a clean, modern font.

Arial is simple and easy to read which makes it ideal for websites with text-heavy pages, such as Wikipedia.

Because of its simplicity, it works well with more complex page designs and has the ability to stand out over coloured or patterned backgrounds.

Garamond Font

One of the most popular typefaces for book printing, this classic font has a vintage, elegant look.

The small spacing also means that you can fit more words onto a page without comprising on readability.

This kind of font is ideal for website who have less text but want to convey a professional, high-end appeal to their users.

Comic Sans Font

No. Just no. And to stress this again, no. Comic Sans was designed to look as if it were written by a child and looks haphazard.

Hence why you should avoid it at all costs if you are running a business. The name is quite ironic as it means ‘without comic’ because that’s exactly what it is – it doesn’t look ‘fun’, it looks messy.

Unless you are sending out invites to a child’s fifth birthday party, do not use Comic Sans.

Finding Your Font

To sum up, there is no ‘wrong’ font (except Comic Sans), only the wrong font choice for your business. It’s about knowing your audience and marrying the right font with the overall look of your website.

If you want to chat about your current font choice or are looking for something new, get in touch.