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.

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