The Power of Fonts

The Power of TypeWhen starting up a business or refreshing an existing one, it is important to consider all aspects of your company image. Your logo, business signs, and marketing materials should all be appealing and consistent, with a look and feel that accurately represents who you are, what you do, and how you do it. Now, color, content, and layout are all very important pieces of the puzzle, but what about fonts? It’s not always right to simply pick what you like best, because different fonts and font combinations can convey very different messages. Here are some guidelines when selecting the perfect fonts.

Fonts should be comfortable to read.

The worst thing you can do when designing business materials is to create something that no one wants to look at. Fonts that are uncommon or custom made can sometimes make the viewer feel uncomfortable, therefore deterring them from taking in the message at all.

Fonts should be legible.

Different sections of your materials may call for different fonts, but make sure to stray away from detailed and highly decorative fonts for any body text. They can be appropriate, and beautiful, for headlines and titles, but can make larger areas of text almost unreadable.

Fonts should help create contrast between space and color.

The readability of your materials will also depend greatly on contrast; the greater the contrast between the background and the font color, the easier it will be to read. This can be achieved using a dark background with a light font color, or vice versa. See our previous blog post with specific suggestions for the most readable color combinations.

Fonts should be in line with your brand image.

Depending on the type of business you run, you will want to pick a font that accurately portrays your reputation. Comic Sans is known for being childish and unprofessional, so you certainly wouldn’t want to use that as the featured (or any, for that matter) text for your law firm. All fonts have a different personality, so take plenty of time comparing them side-by-side to determine which ones speak to your image.


And when you’ve selected the perfect font or font combination, remember:

Choose the right font size.

This is another aspect of readability, where you want to ensure the viewer can comfortably take in your message without feeling overwhelmed. Play around with different options until you find the perfect ratio.

Choose the right line height and paragraph spacing.

Just like font size, the height and spacing can have a big impact on the readability of your materials. Lines of text should have spacing around 1.5, or 150% of the text size.

If this all seems overwhelming to you, don’t worry! Your friends at Signsational Graphics have expertise in typography and design, and are ready to help suggest options or put your materials together for you! Give us a call at 651 633-2233 or fill out our contact form for a free, no obligation quote.


For additional information and some wonderful examples, check out a related article here.