top of page

/ 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.

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

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?

6 smart ways to improve website clarity and UX

You’ve got 3 seconds. That’s how long it takes for visitors to decide whether to stay on your site or bounce. In those few moments, your website needs to make a great first impression.

The hero section, typically the first thing people see, should instantly communicate three things:

1. Who you are
2. What you do
3. What makes you different

If it doesn’t do all three, it’s time for a refresh.

Is Google selling Chrome? What you need to know

Maybe you've been seeing headlines about Google maybe having to sell Chrome. The U.S. Department of Justice (DOJ) is pushing some big changes that could actually reshape how we browse the internet.

So what’s happening? Why is the U.S. government going after Google’s browser in the first place? And what would it mean if Chrome wasn’t owned by Google anymore?

Let’s break it down.

Keep scrolling down

You might also like

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.

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.

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).

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).

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?

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?

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?

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?

You’ve got 3 seconds. That’s how long it takes for visitors to decide whether to stay on your site or bounce. In those few moments, your website needs to make a great first impression.

The hero section, typically the first thing people see, should instantly communicate three things:

1. Who you are
2. What you do
3. What makes you different

If it doesn’t do all three, it’s time for a refresh.

6 smart ways to improve website clarity and UX

You’ve got 3 seconds. That’s how long it takes for visitors to decide whether to stay on your site or bounce. In those few moments, your website needs to make a great first impression.

The hero section, typically the first thing people see, should instantly communicate three things:

1. Who you are
2. What you do
3. What makes you different

If it doesn’t do all three, it’s time for a refresh.

Maybe you've been seeing headlines about Google maybe having to sell Chrome. The U.S. Department of Justice (DOJ) is pushing some big changes that could actually reshape how we browse the internet.

So what’s happening? Why is the U.S. government going after Google’s browser in the first place? And what would it mean if Chrome wasn’t owned by Google anymore?

Let’s break it down.

Is Google selling Chrome? What you need to know

Maybe you've been seeing headlines about Google maybe having to sell Chrome. The U.S. Department of Justice (DOJ) is pushing some big changes that could actually reshape how we browse the internet.

So what’s happening? Why is the U.S. government going after Google’s browser in the first place? And what would it mean if Chrome wasn’t owned by Google anymore?

Let’s break it down.

Explore my work

Web Design

Tek-ture is a cutting-edge architectural firm with a focus on modern and sustainable design. For this project, I recreated their website from scratch, ensuring it maintained the original futuristic feel and functionality.

Tek-ture

Tek-ture is a cutting-edge architectural firm with a focus on modern and sustainable design. For this project, I recreated their website from scratch, ensuring it maintained the original futuristic feel and functionality.

Tools used

Wix Studio

UX & User testing

Asekio is a Skåne-based tech startup with a vision to create a no-code AI website builder that can generate fully customizable websites in just 29 seconds. Users  input prompts, and Asekio handles the layout, text, and images. 

Asekio

Asekio is a Skåne-based tech startup with a vision to create a no-code AI website builder that can generate fully customizable websites in just 29 seconds. Users  input prompts, and Asekio handles the layout, text, and images. 

Tools used

Figma, Figjam & Asekio

Copy & Web Design

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.

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

Wix Studio

Web Design

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.

Campus Vänner

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

Wix Studio & Photoshop

bottom of page