In my experience, mixing and matching two typefaces helps bring variety and balance to the design.
A government entity, or business that regularly works with governmental agencies, should employ sans-serif typefaces like Helvetica, which is the one currently used by the IRS for all tax forms. Technology or modern companies should use a sans-serif typeface to provide a sense of being forward-thinking and futuristic.
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Professional service firms, such as attorneys or financial consultants, should use serif typefaces to convey trust and professionalism. Another study, from, found that larger font sizes can elicit a stronger emotional connection for the user.Įnsure that your typeface is correct for your industry or business.
This doesn’t hold true for every serif or sans-serif typeface, however, as some have been designed to elicit one particular type of emotion.įor instance, serif can sometimes bring a sense of friendliness to a design that only utilizes sans-serif typefaces. Serif typefaces are seen as more traditional and formal while sans-serif type is more informal, modern, and playful. Typefaces can present a broad range of emotion, so it is important to choose the one that gives users the experience you desire. How Type Affects EmotionsĪ study by MIT researchers (PDF) discovered that “good” or “bad” typefaces affected a person’s mood as well as his ability to retain information cognitively. Also, many services allow users to take sample text and try different font options, weights, and styles before adding them to the site. Paid services allow you to select multiple fonts and easily bundle them together to add to your site.īoth Google and Adobe have WordPress plugins that make adding web fonts extremely easy. In contrast, sans-serif typeface has no lines at the end of strokes and is referred to as “Grotesk” or “Gothic.”Īdobe Typekit also grants the ability to sync fonts with your local computer to aid in the design process. This style originated in Roman antiquity when letters were carved into stone, sometimes leading it to be referenced as “Roman” typeface. Another important distinction is the difference between a “serif” and a “sans-serif” typeface.Ī serif typeface has small lines at the end of the stroke on the characters.
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The term “font” refers to a particular member of a type family, such as bold or italic, while the other commonly used term, “typeface,” designates a grouping of fonts generally known as a “family.” This distinction will be significant when discussing the difference between fonts and how to use them. Get the Vocabulary StraightĪ quick “distinction” lesson is important before we begin.įont and typeface. Web font services, such as Adobe Typekit or Google Fonts, have become widely accepted and open your site to a variety of typefaces that can enhance the look and legibility of the text. In recent years, the web has evolved beyond the web safe fonts now ubiquitous across the Internet. Different fonts convey distinct emotions and can provide site visitors with a clear sense of your company culture and professionalism just as quickly as when using colors or graphics. Picking the right font is also a way of deciding how you want visitors to perceive and understand your company. In 2016, we merged the two sites, leaving Practical Ecommerce as the successor.Ĭhoosing the right font for your website not only impacts how visitors feel about your site but also how they comprehend your content. Practical Ecommerce acquired Web Marketing Today in 2012. Editor’s Note: This article was originally published by Web Marketing Today.
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