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Web & UX Design
Typography tips: Choosing the perfect font
January 15, 2025
Have you ever looked at a font and thought, "Wow, this feels just right"? That’s the power of typography. Fonts do more than convey words; they set the mood, tell a story, and even nudge emotions. Choosing the right font can make or break your design. Let’s dive into the world of font styles, what they evoke, and when to use them, plus a few pairing tips to make your designs shine.
Serif fonts: timeless elegance
Serif fonts, with their little feet and flourishes, scream sophistication and tradition. Think of classics like Times New Roman, Garamond, or Georgia. These fonts are perfect for brands that want to exude trust, authority, and heritage.
Where to use them:
Formal documents like reports and academic papers.
Luxury brands or industries like law and finance.
Print materials like books and magazines.
Feeling evoked: Trust, tradition, and professionalism.
Perfect pairing: Combine a serif header (like Playfair Display) with a sans-serif body text (like Lato) for a clean yet classic look.
Sans-serif fonts: Modern minimalism
Sans-serif fonts ditch the extra frills and keep things clean and modern. Think Helvetica, Lato, or Random Grotesque. These fonts are versatile and incredibly easy to read, making them a go-to for digital designs.
Where to use them:
Websites, apps, and other on-screen projects.
Modern brands or tech companies.
Presentations and infographics.
Feeling evoked: simplicity, clarity, and approachability.
Perfect pairing: Pair Fredoka (a playful sans-serif) with a neutral sans-serif like Open Sans for a fresh and friendly vibe.
Script fonts: personality and charm
Script fonts mimic handwriting, offering a personal touch. They range from casual (Pacifico) to elegant (Dancing Script). Use them sparingly, too much script can feel overwhelming and feel cluttered.
Where to use them:
Invitations, wedding stationery, or personal notes.
Logos or branding with a feminine or creative focus.
Decorative elements in posters or social media graphics.
Feeling evoked: elegance, creativity, and intimacy.
Perfect pairing: Use a script font for accents (like headings) and pair it with a sans-serif body text for balance.
Display fonts: bold statements
Display fonts are the life of the party. They’re bold, quirky, and designed to grab attention. Fredoka, Impact, or even experimental typefaces fall under this category.
Where to use them:
Posters, headlines, or banners.
Branding for playful or unconventional brands.
Anything needing a strong visual hook.
Feeling evoked: fun, excitement, and uniqueness.
Perfect pairing: Avoid pairing display fonts with other loud styles. Let them shine on their own or match with a simple sans-serif for subtle support.
How to pair fonts without overthinking
Font pairing can feel like a puzzle, but it doesn’t have to be. Here’s a cheat sheet:
Stick to two: One for headers, one for body text. Three can work, but only if you’re confident.
Contrast is king: Mix styles that complement each other (e.g., serif + sans-serif). Avoid pairing fonts that look too similar.
Match the mood: Both fonts should align with the tone of your design. A playful font like Fredoka won’t vibe with a formal serif like Times New Roman.
Fonts for different industries
Picking the right font also depends on who you’re designing for. Here are a few quick suggestions:
Tech: Clean sans-serifs like Lato or Montserrat.
Fashion: Elegant serifs like Didot or Bodoni.
Creative agencies: Playful fonts like Fredoka or Poppins.
Education: Friendly yet clear fonts like Open Sans or Roboto.
Don’t forget accessibility
The most beautiful font in the world is useless if people can’t read it. Keep these tips in mind:
Ensure good contrast between text and background.
Choose fonts that are easy to read at smaller sizes.
Stick to web-safe fonts for digital projects.
TLDR
Font Type | Feeling evoked | Best use case |
Serif | Trust, tradition | Luxury brands, books, formal documents |
Sans-serif | Simplicity, modernity | Websites, tech brands, presentations |
Script | Elegance, creativity | Invitations, personal notes |
Display | Fun, exitement | Posters, branding, strong visual hooks |
Ready to level up your typography?
Fonts are more than a design element, they’re a tool for storytelling. Experiment, mix, and match, but always keep your audience in mind. Need some inspiration? Check out FontPair or Google Fonts to kickstart your next project.
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Copy & Web Design
Campus Webbyrå
Campus Webbyrå, a digital agency for small and medium-sized businesses, needed a website redesign to better showcase their services and enhance user engagement. The goal was to create a user-friendly, visually appealing website that effectively communicates their unique position as an agency created by students.
Tools used
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Campus Vänner, a non-profit organization based in Helsingborg, connects university students with local companies in the Skåne region. They needed a modernized brand identity and an enhanced online presence to appeal to their target audiences - students and businesses.
Tools used
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