When Choosing a Font

Photo by Amador Loureiro on Unsplash

Obviously when you think of design, you think of imagery, right? Who are some popular brands? Target and their apropos logo choice that is, well, a target. Font is important too, though. Designers specifically have been carrying the torch for the importance of font choice in design forever, and for good reason. Even our Reno-based print and design firm have had many-a-debate about font preferences. We can all agree upon one thing; readability is crucial to font choice.

So, why the heck are people using hard-to-read fonts online? Websites, blogs, social media images—people choose the font of their logo or even one they consider striking as the end all, be all for their website. That simply should not be the case. You are going to want people to read your stuff, right?

That doesn’t mean you need to choose a standard font like Times New Roman or Calibri (like we are using in our Reno print blog) but it needs to be readable. Let me repeat that for the people in the back, your fonts should be readable.

You may be thinking; “wait, what about my logo?” Keep the logo! Keep the font in your logo. Have you ever looked at the Disney logo, like really looked at it? What is that “D” made of? Looks more like a backward “G” and that works for them because everyone knows who Disney is. But, when thinking of the words you want people to read, think simpler. Find a font that complements your logo.

Google Fonts is a great source of license-free fonts that will also play nice with your website. When determining your new font, consider the gestalt theory. Now, we promise not to get too far into the weeds here but give us a second to explain. We will reference Smashing Magazine who sums it up best; “When human beings see a group of objects, we perceive their entirety before we see the individual objects. We see the whole as more than the sum of the parts, and even when the parts are entirely separate entities, we’ll look to group them as some whole.” So, in other words, your logo choice should mesh well with your logo and your brand. All should work together.

That may seem like a large undertaking, but you don’t need to do it alone. Find you an expert that can help you weather the font waters and choose something that not only fits your brand but is also an easy font to read by the people who are looking for your product or service. Because, at the end of the day, isn’t that what you want, clients?