What to consider when selecting fonts.

Serifs.

Serifs are ancient fonts: their characteristic flared stroke ends originated when stone carvers followed the brush marks that artists had painted onto stone. These traditional fonts tend to connote elegance, formality, and sophistication.

The digital age has created a shift in perceptions of serif typefaces. Since sans serifs are the go-to choice for on-screen legibility, brands now use “quirky” serif designs to give their messaging a handmade, down-to-earth feel.

Sans serifs.

Sans serifs are a much more recent creation. The first sans serif typeface was designed in 1816 by William Caslon IV, but it wasn’t until the emergence of modernism at the turn of the century that the font really took off. Designed with practicality in mind, sans serif typefaces are known for their clean, sleek lines. If you need a project or brand to feel forward-thinking, edgy, and youthful, using sans serif fonts is a great place to start.

Script fonts.

Script fonts add authenticity and humanity wherever they’re used. Famous figures like Franz Kafka, Albert Einstein, and Paul Cezanne each have their own bespoke handwriting scripts. Some script fonts, such as Linotype Ego and ITC Berranger Hand, take it a step further by adding a touch of visual randomness that evokes real handwriting.

Font licensing. 

Because fonts are software entitled to intellectual cproperty protection, every font comes with its own licensing structure. It's important to secure the proper licenses for all the fonts you're planning to use in creative assets. Even free fonts may be subject to restrictive end-user license agreements. 

Especially for organizations with multiple designers, effective font management is a crucial consideration. Everyone must be aware of which fonts are licensed for use with which assets. Licensing requires a delicate balance between diligence and flexibility: creatives must avoid using improperly licensed fonts, but they should have access to a broad range of font options for every project. 

Legibility.

Clear and easy-to-read fonts are essential for effective communication. Although geometric sans serif fonts like Avant Garde and Futura have a distinct aesthetic appeal, using them may sacrifice legibility. Inspired by calligraphy, serif fonts and humanist typefaces are often used for blocks of text in print media like books and magazines. However, the high stroke contrast of many serif fonts can create legibility issues in digital formats with varying screen quality, so humanist typefaces are often the go-to choice for online reading.

It's important to consider factors like the intended use case, your brand identity, and the tone of your message when choosing a font for a specific purpose. The right font will communicate your message not only effectively, but also in a visually appealing manner. 

Contrast. 

When using multiple fonts in a creative asset, choose fonts that create contrast without clashing. One way to achieve this balance is by pairing a sans serif font with a serif—for instance, by using a serif for headings and a sans serif for body text. 

Alternatively, opt for a serif font that features prominent stroke weight and contrast (such as thin or thick serifs with contrasting stems). Pairing it with a lighter weight sans serif font, distinct from the regular weight, can create a visually appealing combination. 

Another way to give your designs a unified yet contrasting look is to use fonts created by the same designer. Many designers develop fonts with a cohesive design philosophy, enabling harmonious visual compositions in spite of the differences between fonts.