Choosing the right font for your website

Together, each aspect of web design creates a certain impression for its user. From colour choice to the font, every design decision needs to support wider brand identity. This includes even the most basic elements. In a study conducted by Nielson, a website reduced its bounce rate from 30% to 2.5% with a basic redesign. Your audience appreciates good quality usability and your choice of font can support this.

With thousands of fonts on offer, it can be difficult to choose the right one for your brand. However, there are certain rules that can be followed to make the process easier.

Align with your brand
A consistent brand identity is often met with a positive response from a targetted audience. Even font choice plays a role in presenting a particular brand image. Font choice is a form of subconscious messaging about your brand’s personality and values. These connotations can be fun, reliable, creative, elegant or trustworthy.

Mad Communications have chosen a typewriter style typography as their primary font. This ties in well with their service as a PR, Marketing and Design company and presents their brand as fun and creative. In contrast, Neuroradiology Consulting has opted for a sans serif font to appear modern and professional to align with the clinical nature of their service.

Whilst it is important to align with your brand, it is also worth considering your target audience and what they expect from your website.

Following a trend is a risk
The growing library of fonts at hand means there are many that can be classified as more exciting and interesting than the classics. However, this doesn’t mean they will always be liked by your audience. Trends often have time scales and after this point, your brand may gain a poor reputation. Comic Sans, for example, was popular in the beginning, but now holds an outdated and unpleasant reputation for anyone who continues to use it.

However, taking a risk may sometimes pay off. Bolder and exciting fonts can definitely grab your audience’s attention. If you are going to use these styles, we’d suggest using them as headings and subheadings rather than the body of your text.

Choose One to Three Fonts
A consistent brand identity is key. Font choice supports this and too many fonts can make it seem like your brand is unsure of its identity. One to three fonts should be chosen at most, including a primary, secondary and accent font. Your primary font should tie in with your logo if possible and used for headings. A secondary font should compliment it and be used for paragraphs, blogs and anywhere there are larger sections of texts. The accent should be used for a specific purpose such as call to actions to lead your user in a certain direction when they read the web page.

Font Pairing
Following on from this, font pairing is incredibly important in web design and it is essential you pick fonts which compliment each other. There are many tools and guides online such as FontPair which can make the process easier. Fonts that don’t work together can again, reflect some uncertainty surrounding your brand identity. It can also look very unattractive and off-putting to your audience.

It may be helpful to learn more about font styles such as sans serif, serif and script and decide which works best for your brand. However, if you little time to research, a general rule is that one sans serif and one sans font are a good choice when choosing primary and secondary fonts.

Font Families
Another technique to make sure your fonts complement each other is to font families. Most fonts come in different weights but all have the same style, it is, therefore, a fool-proof way to make sure they look good together on your website. Using font weights can help create an intuitive information hierarchy so your website is easier to navigate visually. Additionally, your website will seem more versatile and inviting to read for your users.

Final Thoughts
Consistency is key when incorporating fonts into your website. A harmonious typeface is a visual representation of your brand. Not only this, but it works to improve user experience and will lower your bounce rate.

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