WTF: Choosing the Right Font For You

choosing the right font

WTF = What The Font, obviously. How do you choose the right font for your business? Today, we’re going to answer your most pressing questions about fonts starting with the most important: 

Why should you even care about your font?

Trust me, it’s a lot more interesting than you may think.

Allow me to present Exhibit A:

Is it just me or does the first one feel a bit…stabby? You probably won’t be leaving that note for your significant other anytime soon. Or maybe you will, I don’t know your relationship. 

What I do know is that choosing the right font makes a world of difference.

HERE ARE three different types of fonts:

Serif, San Serif & Script

Serif fonts are the ones with the little feet.

Times New Roman is an incredibly famous one. Think back to reading the daily newspaper (in print). There is a good chance your local edition was written in a serif font, quite possibly Times.

Serif fonts are traditional. They are classic, sophisticated and trustworthy. You see them and think longevity.

Insurance companies, financial firms, and law offices commonly use them because they create a feeling of stability. 

If one of the pillars of your business is dependability, choosing a font in the serif family is a great move.

example of sans serif font

You already know what a Sans Serif font is, you’re looking at one right now.

Sans is a fancy french way of saying “without” so no little feet for this one.

These fonts come across as modern, elegant and minimalistic.

Apple is famous for using Sans Serif fonts. They make your brand feel youthful, and approachable.

Sans Serifs are the most versatile font option. If you want to mix them up, switch to all caps for dramatic headings (where you have seen that before?), bold them for emphasis or pair with Serifs and Scripts to create a dynamic flair.

Now for the fancy one!

Script fonts are the swirly, accent fonts. They are used to catch attention and create instant personality in your text. 

Like all good things, such as salt when you’re cooking, you want to use these in moderation. They should never, ever be used as body text. If you leave this lesson with one takeaway, let it be this: Never use a script font to write a paragraph. They are magical, enticing and captivating, but too much of a good thing makes your text impossible to read. 

They work especially well when paired with a Sans Serif, and can occasionally work with classic Serifs too, as long as you make sure there isn’t too much going on with the swirls and the feet.

Choosing the right font:

You want to choose the right font (or combination of fonts) that reinforces the consumer’s perception of your business. Think back to our earlier examples. If you’re hosting a Sweethearts Valentine’s Day event, you’re probably not going to want to use that murderous font. Unless of course, it’s a gathering of true crime lovers. In which case, that’s the perfect solution.

Think about your business. What is your business personality? What’s your vibe? That will help you determine which font makes the most sense for you. If you need inspiration, here are some beautiful combinations to get you started. And as always, if you have need guidance, I’m just an email away.

DIY Branding: A Simple Trick

brand planning - a notebook with a mug

What if I told you there is just ONE trick you need to know to elevate your work from DIY Amateur to DIY Designer Extraordinaire? Today, we’re going to focus on Do It Yourself branding.

Maybe you love design and you really enjoy putting your personal stamp on your business. Or perhaps you don’t have the budget yet to hire someone to do your branding and design. I’m going to let you in on a little secret about the #1 detail that makes you look like a design pro instead of a DIYer. I

consistency

There are many amazing, free resources out there. Canva.com is a great place to start. You can choose from hundreds of templates, colors, fonts, and pre-made designs.  It’s easy to find a bunch of creative ideas, pop in your content, and BOOM. Social media post won and done.

Not so fast. Templates are a great resource when customized for your business. But using too many different fonts, colors and styles can make your brand feel unprofessional and untrustworthy. Before you get lost in all the design potential, here’s a tip:

create yourself a simple brand guide

Make a document for your own reference. List out your favorite font or two and a simple color palette that includes a few shades to represent your brand.

This can be specific hex codes (if you know how to use them) or as general as “mocha” “cream” & “white”.

Then own it. Every piece you make includes that font pairing and at least two of your brand colors.

This consistency creates familiarity for your brand. You don’t have to be an expert about what each color means, but you need to create a consistent, recognizable presence. You do all this work to create a customer base, don’t let them get confused by inconsistent branding. 

You’ll see on this Java Bean example, they used a consistent font for both their marketing flyer & their menu.

The color scheme and font makes it feel cohesive, and instantly familiar to repeat customers.

If you find your DIY branding choices aren’t working for you in the long term, it’s okay to make a change. There are many ‘behind the scenes’ factors that go into branding. Sublimintial messaging, choosing the right font for your client base, color psychology, etc. It can be overwhelming.

If you need assistance, let’s talk. I have this helpful brand questionnaire to pinpoint where you are now, and where there’s room for improvement.  After you complete the questionnaire, we’ll schedule a 30 minute consultation to discuss your options.

Now go on and make your business shine!