Using fonts effectively can be a challenge for a beginning graphic designer. In addition to the many rules for choosing the right typeface for the design and message you want to convey, you also need to be careful about how you combine the different fonts so that they work well together (a process similar to choosing a colour palette). Remember, harmony and balance are essential in any graphic design!
Used correctly, fonts can make your design stand out, help you convey your message clearly and even convey emotion.
We know that there are countless different types of fonts, and that can make finding the right font very complicated, especially when you’re not a designer with years of experience behind you.
To help you out, we’ll show you 4 main categories of fonts and how to use them correctly in your design.
1. Serif
The term “serif” refers to those little “hooks” or “feet” at the top and bottom of each letter, Serif fonts are those with “serifs”.
Serif fonts are preferred by brands that want to have an elegant and sophisticated image, and logos using these fonts are associated with tradition, respectability and trust. These fonts are also often used by academic, publishing and financial organisations because of their conservative and elegant appearance.
Here are some of the most popular Serif fonts:
- Georgia
- Glossy
- Times New Roman
2. Sans Serif
Sans Serif fonts are those fonts without “serifs” and are often used for longer texts because they help the viewer follow the text without distracting them and without cluttering the overall design. Also, due to the lack of “serifs” Sans fonts convey confidence and simplicity, being used by companies that want to prioritise a message of honesty and transparency.
Among the most popular and widely used Sans Serif fonts are:
- Arial
- Tahoma
- Verdana
3. Script
This category includes fonts that imitate handwriting, calligraphic and cursive. The fonts are highly ornate and ornate, often inspired by 17th and 18th century calligraphy.
Script fonts fall into two main categories:
- Formal: these are the most elegant and are often used for diplomas, wedding invitations or historically themed cards
- Casual: this category includes fonts that are reminiscent of handwriting and, more specifically, calligraphic writing and can be used to give a casual and fluid feel.
When deciding to use a script font, it is essential to bear in mind that these fonts can be difficult to read when used in long texts and can give a heavy, busy look to your text.
4. Decorative
Decorative fonts are the most comprehensive family of fonts and are rarely used for long text because in text strings they can be hard to read and follow. These fonts are most often used for headlines, logos, short texts or as accent fonts.
Many of the decorative fonts were created for specific uses, such as for tattoos or graffiti text, and their many options and flexibility allow a graphic designer to find something that suits their requirements.
Once you have mastered these main font categories, you will be able to navigate more easily through all the existing options, making it easier to choose the most suitable variant for your creation.
Keep in mind that fonts provide an identity to your brand and therefore you need to make sure that they fit in with the overall design, but also with the message and specifics of the brand you want to promote.