Font selection may seem like a trivial part of the graphic design process, but in reality, it can make or break the visuals of a creative project.
There’s only so much you can clearly communicate through images. Text can provide context and other specific details. Here’s everything you should consider when picking out fonts.
1. Prioritize Legibility
There’s no point in having text that nobody can read. One of your top priorities (if not the top priority) when selecting a font should be legibility. This is especially true for lengthy blocks of text.
In addition to choosing a simple and easy-to-read font face, you better ensure that your text can be read by making minor adjustments. It may not seem like it, but fiddling with settings like font size, line spacing, and letter spacing can truly make all the difference.
2. Learn Basic Typographic Terms
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Looking for the perfect font can take time, but there is a way to prevent your search from going on forever. We recommend taking a minute or two to familiarize yourself with common words associated with fonts, so that you can filter results when you’re searching for a certain style in particular.
Here are some terms that you’ll probably want to remember:
- Font or typeface: the style in which the characters are written (font and typeface referred to different things back in the days of the printing press, but now they’re used interchangeably)
- Serif: a line attached to or extending from the ends of letters (e.g. Times New Roman, Cambria, Garamond, etc.)
- Sans-serif: the word “sans” means “without,” so this refers to non-serif letters (e.g. Arial, Verdana, Calibri, etc.)
- Baseline: the imaginary line on which a font’s characters sit
- Cap line: the imaginary line where a font’s tallest characters reach
3. Have Variance, But Keep It Under Control
Don’t write everything in the same font—that’s boring! Spice things up by using a few different font styles that complement or have stylistic contrast to each other. Try not to go overboard, though. It can be confusing to look at a graphic that uses too many different fonts.
Strive to achieve visual uniformity and balance. If at any point, reading your text starts to feel like work (as your mind processes how to interpret the next font), then you need to cut down on how many fonts you’re using.
A good rule of thumb is to assign different font faces, sizes, and typographical emphasis (e.g. bold, italic, etc.) to different elements or purposes. Think about what information is the most important, and make it the most prominent out of all the typography.
4. Consider Special and Alternate Characters
Most fonts will have the 26 letters in the English alphabet, as well as the common base 10 numeral system, so you likely won’t have to worry about those as you search for fonts to use on your creative project.
However, if you use any special characters like symbols or accented letters, you’ll want to check what characters the font has before downloading it. Paid fonts are more likely to have complete sets, inclusive of everything you can type on most standard keyboards.
5. Match Your Fonts to Your Themes
When creating a graphic, it’s important to consider the style of every element, and how all the elements (fonts, colors, and designs) mesh together. It’d be a little awkward to use thick, blocky text on a dainty wedding invitation. Or child-like scrawl on a company statement.
In selecting your fonts, pick ones that go with your project’s overall theme or message. Think about your target audience, too, and what would most appeal to them.
You may even want to consider creating your own custom fonts to really contribute to your project’s own unique visual identity. This is especially true for brands, companies, and names trying to break into a particular market.
6. Have References
Take inspiration from other things that have typography similar to the kind you want to have for your own project. You could create a mood board with the Same Energy visual search engine, or make use of a site like Pinterest.
On the flip side, you can also search the web for creative projects that have typography that you definitely don’t want to have. The clearer your vision, the easier it is to avoid stress during the design process.
7. Read the Font License(s)
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You’d be surprised at how many people gloss over this part of using fonts, even though it’s arguably the most important. Just because you can freely download a font, doesn’t mean that you can use it for anything you want. Like images, brushes, and other digital art resources, every font comes with a license that details how it may be used.
There are many fonts online that are available for commercial use (for projects that turn a profit), but even more that can only be used for personal use. Reading font licenses can be a little tedious, but it’s something you’ll want to do to avoid legal trouble sometime down the line.
Thankfully, most font websites allow you to filter search results by license type. If you’re a Windows user, Microsoft has an FAQ on the distribution of fonts that came pre-downloaded on your PC. Mac users, meanwhile, can look up a font’s information by viewing it in the Font Book.
Don’t Underestimate the Power of Fonts
Fonts add value to text—not only do they help readers perceive info, but they can also elicit emotions and express your project’s sentiments. People are attracted to things that are visually appealing, which is why artists and designers spend so much time studying aesthetics.
You could have the most amazing project in the world, and yet, if you can’t present it well, no one will pay attention. Don’t trust your own judgment? There’s a surprising number of online tools you can use to help you select fonts, such as FontPair, FontSpark, and Better Font Finder. Still, having a basic understanding of how to mix and match fonts is never a bad idea.