When it comes to marketing your business, getting the visuals right can be tricky.
And one thing that stands out for me as a designer is font choice, more specifically font pairings.
Unseasoned designers are pairing fonts that have long been mortal enemies and should never be put in the same room together.
So here are a few tips on how to get the best out of your marketing visuals using delightful font combos.
A very quick ‘n peppery (non-exhaustive) run down on font families;
look at his little face
These fonts can look great paired but they can also look awful paired.
It’s quite a science and when done wrong, you risk jeopardizing your work.
So what is font pairing?
In short, it’s much like dating, sometimes you get on with the person and other times you end up wanting to dive out of the bathroom window.
Whilst jumping out of windows isn’t something fonts do, some should be thrown far, far away from the fonts they don’t match with.
So how do you match fonts?
Like with everything design, there are rules, whilst it’s fun to break the rules sometimes, it’s much nicer to stick on the straight and narrow here;
Things that really DON’T work for font pairing;
- Fonts that don’t work for the subject, remember your audience, using a novelty font for a serious document may go down like a lead balloon.
- Similar fonts with slight differences may not work either, when pairing fonts you need contrast, but the right contrast.
- Fonts that don’t share a relationship don’t work well. Like these…
So what does work?
There’s a lot to consider, but here are a few examples;
Choosing fonts can be tricky, make sure you are using the font appropriate to your message – getting that wrong could cost you the business you’re marketing for.
But if in doubt, consult a designer who can guide you right.
Hello, I’m Nik, I specialise in Marketing & Brand Design for start-ups and small businesses. I also enjoy writing about freelancing, design, authenticity and experience-based thoughts and positive outcomes.