What are font pairings?
Why It’s Critical to Use the Right Fonts
- ease of readability
- online on various devices
- offline such as print material, size of print
- right fonts styles are easy to read whether they are printed large or small.
- using the wrong font pairings for your ideal customer can turn away sales e.g.
- You are in the business of inventing recipes for seniors that are healthy and affordable.
- Your recipes are available on your website with a print feature to print an individual recipe
- For a fee, your ideal customer can buy a recipe book containing 365 healthy, easy to make and affordable recipes that have never been published on the website.
- Here is a sample of the font pairing for your headline and sub-topic.
- Your ideal customers are seniors. Which would you pick for your website?
- it’s a no-brainer when marketing new products or services when your branding strategy is in place.
- the font styles are already decided on as part of your branding so font pairing is so much easier and…
- you look more professional and put together
- your website and print materials are easier to read and not a mish mash of a whole bunch of different font pairings, styles and colours.
- this makes your online and offline content scannable and visually appealing
- choose a font family with various styles
- one font family can have bold, italic, upper case, which can all be used to enhance headings, sub-headings, keywords of interest all without choosing a completely new font.
- connect with your ideal customers the right way
Do These Font Styles Match the Brand?
masculine brands targeting DIY handy-men shouldn’t use soft and delicate font styles
feminine brands targeting Essential Oils for skin care shouldn’t use a crafty or gothic font style
industrial business targeting steel manufacturers shouldn’t use a script or crafty font styles
Here is a summary listing of various groupings with the more popular ones in the graphic below.
- Serif – has little tails at each end of the character stroke
Such as: PT Serif, Time New Roman and Expo Serif Pro.
- Slab Serif – thick, block like serif characters
Such as: Museo Slab, Abril Text and Justice Pro.
- San Serif – does not have any tails at each end of the character stroke.
Such as: Helveticish, Arial, Verdana and Industry .
- Decorative – ornamental and artistic.
Such as: Outlaw, Cabin Sketch, Discourse and Almaq Rough.
- Monospaced – fixed width characters, similar to a typewriter.
Such as: Courier, Source Code Pro and Letter Gothic Std.
- Script – calligraphy or free flowing.
Such as: Brush Script Std, Vatican and Lush Script.
- Blackletter – Old English or Gothic characters.
Such as: Givry, Cabazon and Metalista Web
- Handwritten – as it’s written, it resembles handwritten or handmade type.
Such as: Classic Comic, Tekton Pro, Felt Tip Roman and Uppercut Angle
PT Sans and Lato
Although they go well together, they are very similar. Opt to look for font style that compliment, yet contrasts in a way that connects with your ideal customers.
Droid Serif and Open Sans
Droid Serif is a light straight up serif font. Open Sans is nice, crisp and clean. Perfect for body text on a web page.
Montserrat and Sifonn
These two (san serif) combinations show some strength in their statement, but not so overpowering that they couldn’t be used on something more feminine.
Roboto and Roboto Condensed
These two fonts being in the same font family naturally work well together. Using different variations of that family allows you to enhance your text without adding a whole bunch of fonts to your library.
Lato and Merriweather
Lato is a san serif font and Merriweather is a serif font. They both work very nicely together.
Berkshire Swash and Raleway
With the right brand and right target, a heavy script styles font such as Berkshire Swash works well as a headline or title and a softer font like Raleway for a sub topics or taglines.
Here’s a Scenario
Who would you call?
Who would you call if you were looking to purchase skin care products?