/ Articles -
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.
What people are saying
Atlassian buying The browser company: Arc sold
When Atlassian in September 2025 announced they're buying The Browser Company, the team behind Arc, the internet reacted with a mix of surprise and fear. Arc was never a typical browser. It was loved for its clean design, creative energy, and small-team charm. Atlassian, on the other hand, is best known for tools like Jira, Trello, and Confluence, words that don’t exactly scream “fun.”
But this might be one of those rare acquisitions that actually makes sense. If Atlassian plays it right, Arc’s design vision and Atlassian’s AI and productivity focus could hopefully turn into something much bigger.
Why generative AI isn’t really intelligent
People often think of generative AI tools like ChatGPT as “intelligent.” At first glance, it feels true. The answers are fast, convincing, and often sound smart. But here’s the reality: these systems don’t actually understand anything. They don’t make choices, form opinions, or check facts. Instead, they predict the next word based on patterns in huge amounts of data.
Why building a website is harder than you think
Building a website sounds simple. In theory it's drag, drop & publish. But in reality, it’s a mix of design, SEO, accessibility, and technical details that take years to master. Here’s why doing it yourself often costs more time than hiring a pro.
5 sneaky tricks marketers use to influence buying decisions
Ever bought something on impulse and wondered why? That’s no accident, marketers use psychological tricks to nudge your decisions every day and people often don’t notice.
From pricing illusions to decision-making hacks, here are five sneaky ways companies get inside your head (and how you can use them to your advantage).
The fall of Arc: Great design isn’t enough to save a browser
Arc wasn’t just a browser, it was a bold reimagining of how the internet could feel. It was sleek, focused, and built for creativity. But now, the browser that once felt like the future is quietly fading away.
For many people, Arc Browser felt like the first browser actually made for users and not just ad revenue. So why is it suddenly being discontinued?
Why breaking design rules makes you a better designer
Many new designers believe good design means following the rules. Stick to the grid, use safe colors, and align everything perfectly. While these rules offer structure, they can stifle creativity and make designs feel predictable. The truth is, breaking rules can often lead to better, more unique designs.
But the big question is: When should you follow the rules and when should you break them?
Keep scrolling down
You might also like
Atlassian buying The browser company: Arc sold
When Atlassian in September 2025 announced they're buying The Browser Company, the team behind Arc, the internet reacted with a mix of surprise and fear. Arc was never a typical browser. It was loved for its clean design, creative energy, and small-team charm. Atlassian, on the other hand, is best known for tools like Jira, Trello, and Confluence, words that don’t exactly scream “fun.”
But this might be one of those rare acquisitions that actually makes sense. If Atlassian plays it right, Arc’s design vision and Atlassian’s AI and productivity focus could hopefully turn into something much bigger.
Why generative AI isn’t really intelligent
People often think of generative AI tools like ChatGPT as “intelligent.” At first glance, it feels true. The answers are fast, convincing, and often sound smart. But here’s the reality: these systems don’t actually understand anything. They don’t make choices, form opinions, or check facts. Instead, they predict the next word based on patterns in huge amounts of data.
5 sneaky tricks marketers use to influence buying decisions
Ever bought something on impulse and wondered why? That’s no accident, marketers use psychological tricks to nudge your decisions every day and people often don’t notice.
From pricing illusions to decision-making hacks, here are five sneaky ways companies get inside your head (and how you can use them to your advantage).
The fall of Arc: Great design isn’t enough to save a browser
Arc wasn’t just a browser, it was a bold reimagining of how the internet could feel. It was sleek, focused, and built for creativity. But now, the browser that once felt like the future is quietly fading away.
For many people, Arc Browser felt like the first browser actually made for users and not just ad revenue. So why is it suddenly being discontinued?
Why breaking design rules makes you a better designer
Many new designers believe good design means following the rules. Stick to the grid, use safe colors, and align everything perfectly. While these rules offer structure, they can stifle creativity and make designs feel predictable. The truth is, breaking rules can often lead to better, more unique designs.
But the big question is: When should you follow the rules and when should you break them?
Explore my work
Web Design
Karlsson bil
Karlsson Bil is a car dealership based in Varberg, specializing in buying, selling, and restoring vehicles, including the exclusive Lignon Scandinavia line of handcrafted Land Rover Defenders. I worked on designing a website that blends the heritage of the classic Defender with a modern, sleek aesthetic. The focus was on creating a smooth, intuitive browsing experience, making it easy for users to explore the inventory, learn about bespoke restorations, and navigate the buying and selling process with confidence.
Tools used
Wix Studio & Custom code
Web Design & Branding
Carin Fredén
Carin Fredén is a Malmö-based photographer and photo editor specializing in high-quality business photography and visual branding. Her website showcases her work and services, helping businesses enhance their visual identity through images.
Tools used
Wix Studio, Figma & code
.png)
