Choosing Fonts · Page 3 of 7

Match the font to the message

A typeface speaks before anyone reads a word. Choose one whose personality fits the topic, the audience and the place it will be seen.

Reading a typeface is a lot like reading a face. Small differences, like the arch of an eyebrow or the curve of a lip, change the whole expression. Letters work the same way: the shape of a serif or the roundness of an o can make a word feel serious, friendly, elegant or loud.

A typeface used in the wrong place is like a Mardi Gras costume in a political science class. It isn’t a bad costume; it’s just in the wrong room.

Same name, different voice

Each pair below uses the same words. Only the typeface changes.

Personality cheat sheet

Use this as a starting point, not a rulebook. Every typeface in the last column is a free Google font.

CategoryFeelsGood forTry
Oldstyle serifClassic, warm, literaryBooks, universities, wineries, historyEB Garamond, Alegreya
Transitional serifEstablished, trustworthy, formalLaw firms, banks, newspapersLibre Baskerville, Merriweather
Modern serifElegant, luxurious, dramaticFashion, beauty, formal eventsBodoni Moda, Playfair Display
Slab serifSturdy, confident, retroConstruction, coffee, sports, postersRoboto Slab
Humanist sansFriendly, open, approachableHealthcare, nonprofits, education, signsSource Sans 3, Open Sans
Geometric sansModern, clean, efficientTech, startups, architectureMontserrat, Space Grotesk
Rounded sansSoft, playful, safeChildren, toys, pets, snacksFredoka
ScriptPersonal, romantic, festiveWeddings, invitations, bakeriesGreat Vibes, Pacifico
DisplayLoud, themed, attention-grabbingPosters, logos, headlinesBungee, Abril Fatface

Three questions before you choose

  1. What is the topic and tone?

    Write three adjectives for the client or message, like reliable, traditional, serious for a law firm or bright, silly, safe for a toy store. Look for a typeface that matches all three.

    Matches all three
    BrightSillySafeToy BoxGames, puzzles and plush friends.
    Matches none
    BrightSillySafeToy BoxGames, puzzles and plush friends.

  2. Who is the audience?

    A children’s book, a retirement community and a gaming app each need a different voice. Think about readability too: young and older readers both do best with a large x-height and open counters.

    Easy for older readers
    Sunrise Village NewsThe garden club meets Tuesday at ten in the sunroom. Bring gloves and a friend.
    Hard for older readers
    Sunrise Village NewsThe garden club meets Tuesday at ten in the sunroom. Bring gloves and a friend.

  3. Where and how big will it be read?

    A logo on a billboard can use a quirky display face. A ten-page report needs a calm text face for its paragraphs. Test the font at the size it will really be used.

    Display face, big and brief
    Summer SaleOn a billboard or poster.
    Display face, small and long
    This report covers our spring results, our new hires and the budget for next year, with charts on every page.In a ten-page report.
Fitting is not the same as literal

A pizza menu doesn’t need letters made of pepperoni. Choose a typeface that feels right, then let your images and color carry the theme.

Don’t mix moods

A light-hearted typeface and an all-business one will fight on the same page. Either choose two fonts with the same general mood, or one with personality and one that stays neutral.

© Created by Sara Rosenstock, Marietta College Graphic Design.