Three Tips for Choosing the Right Font for Your Business


When we read a sentence on a screen, seldom do we think about the thoughtful choices that went into that sentence. We rarely acknowledge how the author took the time to deliberate whether to put “whether” or “whether or not,” a contraction, or an oxford comma. Consider, too, not just the words you are reading, but the way they appear. Look at the length and height of the letters. Look at the relative curved or sharp aspects. Are they tapered? In short, look at the font. Someone likely made a deliberate font choice as well.

Fonts are far more important than you probably realize. Many a blogger, web developer, and ad or logo designer have sat in front of a computer screen and spent time tediously clicking through a vast amount of fonts, searching for the perfect one to capture the charisma of a company or writing piece. 

Many fonts escape our notice, and that is not necessarily a bad thing. When reading a piece of news, or a business’ explanation of their values on its company website, if a reader was distracted by the font, the website would not be serving its purpose most effectively. 

Of course, certain fonts, such as the one seen in the Coca-cola logo are meant to stand out, and due to repetition in all of the company branding, that font is now recognizable all over the world. Clearly, fonts can have power in the mind of a consumer.

Whenever you set out to create a website, design a logo, run an email campaign, and write a blog, you have to choose the fonts you use. Keep these three things in mind when making your font choices:

1. Match the Personality of your Business/Brand

We have talked a lot about this, with Twitter pins, logo design, and color choice. We may sound like a broken record by now, but remember: professional business websites should choose professional fonts. More adventurous businesses can and should experiment with something more playful. Want a combination of the two? A business can still find fonts that are professional and exciting, it just takes some digging. Google Fonts has a vast inventory of fonts that are free to browse and use.

2. Be Sure What You Choose is Readable

Sure, you may love the look of a fancy font, or perhaps one that is tall and slender like the Vogue typography, but if a large body of text proves your font is hard to read, people will be less inclined to actually read the text of your website. 

When designing a logo, of course, you have a little more freedom due to the smaller volume of characters included. But it’s still a good idea to make sure that the brand name you are communicating is visually easy to pick up.

3. Differentiate Content with Variations

This is for those writing longer bodies of texts, but a generally good idea is to slice up information into smaller paragraphs so that readers can focus better as they move through the website. 

Once you’ve accomplished this, use headers that mark new ideas between groups of paragraphs (for example, how we are numbering these tips 1, 2, and 3). Instead of using the same font size and weight, select an option for the header that is larger, bolder, and catches the eye to lead the reader from one section to the next. You can use a different font that complements your main body font. This will give your content more contrast and make it visually interesting.

Font choices can be difficult to make and tricky to implement well. One final (bonus!) tip: don’t be afraid to ask for help, especially the help of a professional! They can, in turn, put in the tedious amount of time to select a new font and work with you to make sure it is something you love. Our recommendation for a professional? 5th Factory, of course! Send us a message today at to get started.

Annie Mahaffey