When choosing a font, consider how it will appear across both digital and print media.
Fonts can be used to enhance and express the tone and personality of a brand. Selecting the right font depends on what the business offers and the demographics of the target audience. It also depends on what the brand’s message and intentions are.
To deliver a simple, direct message, fonts like Sans Serif, Arial or Helvetica should be considered. Non-decorative fonts can communicate an image of honesty. For more niche brands or products, brands can use more complex or lower-case fonts not often used by competitors.
Brands can also use bold fonts to showcase an assertive brand image. Conversely, creating an elegant and comforting brand image with script-style fonts can be effective, especially for businesses that sell sweet foods, cosmetics, bedding, and so on.
[5 minute read]