In a world where attraction matters, words still deliver a clear message where images can only provoke and confuse.
While pictures tell a thousand words, a carefully-crafted tagline in the right font narrows the message to a central theme. Conventional Times New Roman or Arial may work for your printed documents, but looks cheap online, even on posters. Forget Comic Sans or Monotype Corvisa. Getting the right font also gets you the right customers and turn off readers or potential clients, and gets the right message across.
Here’s a few things to remember:
What is sans serif and serif?
San serif and serif refers to the two largest font families. Serif refers to the font with tailed edges, as in the conventional Times New Roman font. While sans serif, as the French “sans” or “none” in English indicates, simply means the font lacks flourishes or curved ends. It rose from the need for straight, clear graphics in the onset of mass-produced recruitment posters for the military and the war effort.
Which font to use?
Serif fonts, by historical precedent, work best with the industry that invented it: Printing. Serifs effectively guide reading by defining points. Extra flourishes aid in maintaining readability, especially when reproduced. Sans serif on the other hand came into popularity with the rise of the internet, but first came into being with the onset of computers. While serif fonts continued to dominate Word-printed files, computer prompts use sans serif.
Why use san serif fonts online?
The current trend for minimalism highlights the growing need and use for san serif fonts. More than just readability and clarity, san serif fonts exude simple elegance and modernity, which complements mobile-ready websites. As font size is reduced, especially on mobile viewing, san serif fonts retain a certain amount of fullness and readability that otherwise would have been compromised with serif fonts.
Are sans serif fonts expensive?
Not quite. A number of websites offer free sans serif font downloads beyond customary free Microsoft Office sans serif fonts for printing. When used in a commercial scale, be sure to have a quick check on licensing, as some free fonts only allow use for non-commercial purposes. For use in websites, it’s more complicated as WordPress blogs for example employs a plug-in code, but free font hosting options have increased recently.