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Think of it as the shoes to your outfit. If you were going to a client meeting or an interview, you’d most likely dress in a business professional. The last part of that outfit you’d piece together is putting on your shoes, maybe before you head out the door.

Imagine putting on a pair of gym shoes with a suit. You’d look ridiculous! Not to mention, it completely clashes styles and intentions. On the top you may look put together, ready to seal the deal, and on the bottom, you look like you’re going for a run. This doesn’t give you the job or the new client.

Fonts are the shoes to your outfit. Without the right font on your website or the right pairing, you’re showing up to a meeting with gym shoes.

PICKING THE RIGHT FONT

Once you realize the importance of a font, it puts more pressure on you to pick the right font. Don’t worry; we’re here to help you with that.

Think back to the shoes. When you pick a pair of shoes for your outfit you’re trying to convey the same style. This might be the easiest to choose based on your company and company culture.

Are you trendy, fun, modern, or timeless? Each company has a unique style they bring to the industry - convey this in your font.

Next, find what emotion you’re trying to convey. By wearing a suit, you’re conveying intelligence, trustworthiness, intimidation, and power. What do you want your fonts to convey about your brand?

Think about your industry and what characteristics your customers would like to see from you. For example, a bank should have a very trustworthy font like Baskerville.

COMBINING FONTS

‏Source mariahalthoff.com