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Does The Typography on Your Website Match Your Brand?

Why Does Typography Matter?

Typography is a fascinating part of the world of web design and plays a larger role than you might think. Have you ever stopped for a moment when reading something online and tried your best to banish the pain behind your eyes? Believe it or not, many websites have made poor choices when it comes to typography and this can lead to difficulties for visitors. Perhaps reading the content on such a website would not give you a headache from eye strain but it is not outside the realm of possibility.

In short, typography matters because not only does it speak to the viewer and communicate a sense of the person or company behind the text, it can affect how easily someone reads the information it represents. There are literally thousands upon thousands of typefaces in the world, and a great number of these have made it to the internet where they can be grouped into four main categories: Serif, Sans-Serif, Handwriting/Calligraphy, and Decorative.


How Does Your Website’s Typography Compare?


The most common category of type used in printed materials, Serif fonts can still make a statement on the web. Because they do not render well in small sizes on-screen it it best to incorporate them into your designs as headings or other text selections that can be presented at larger sizes. Typography utilising Serifs tends to give off an air of personality and warmth as well as intelligence and quality. If you desire a professional and classic feel for your website, a Serif font might be for you!

What sorts of businesses use Serif fonts on their web pages?

Traditionally Serif fonts were used for businesses like banks and law firms; anyone who wanted to present a face of authority and look official used a Serif font. Bear in mind that this was the norm during the time before the internet was the advertising and communications medium that it is today. Some of this tradition has transferred over to the world of web design and advertising however, and you will still find many “official” types of businesses using Serifs on their web pages.



More beloved in this day and time, the Sans-Serifs are a category all of their own. As the name implies, these are fonts without Serifs, or the “little feet” on the ends of Serif letterforms. Sans-Serifs have become popular because for a vast majority of users browsing the internet every day they are clearer and easier to read than their Serif counterparts. Because they are presented in opposition to their more traditional Serif alternatives, Sans-Serif fonts have come to be associated with impressions of clean, crisp, minimalist, and modern design.

What sorts of businesses use Sans-Serif fonts on their web pages?

Businesses that want to identify themselves as contemporary and in touch with a more “modern” consumer base are likely to be using Sana-Serif fonts. An example of a business using a sans-Serif font to convey a contemporary feel would be Apple. Not to be outdone, many businesses that were formerly employing more traditional Serif fonts are making the move to sans-Serif in order to connect with a more contemporary audience and show that they are doing what they can to move forward into the future.


Handwriting / Calligraphy

You can’t get much more personal than something that looks like it’s been written by hand. These fonts are often lumped all together under the same standard, despite the fact that they look quite a bit different from one another and form two distinct camps (handwriting and calligraphy respectively.) Of course a font that quite literally looks like someone’s handwriting is going to inspire feelings of informality, intimacy, and even confidence. You’d have to pretty gutsy to go against the norm like that after all! Fonts that more closely resemble calligraphy and scripts are seen as very formal and fancy and give similar impressions as Serif fonts  (professional and classic) and add their own flair courtesy of their many flourishes and special character extras.

What sorts of businesses use Handwriting / Calligraphy fonts on their web pages?

A popular trend has been emerging of photographers, graphic designers, and other individuals and firms that work in more creative disciplines using more Handwriting and Calligraphy fonts in their web designs. Most commonly these fonts are found in the logos, headings, and used as accents on the web.



A decorative font is usually one of the lesser known players in web typography. There are several reason for this including a tendency for these types of fonts to be illegible at smaller sizes and the fact that they tend to have awkward letterforms making them more difficult to interpret. When used correctly and in small doses, Decorative fonts can lend a very specific air to a web site depending on the specific font used. In general, Decorative fonts give the impression of a wilful departure from the conventions of society, a free spirit, and a sense of spontaneity and adventure.

What sorts of businesses use Decorative fonts on their web pages?

Especially popular among graphic designers, Decorative fonts have been slowly assuming a more readable face and joining the ranks of web design over the past several years. Other businesses that are adopting these types of fonts for their websites are boutique-style web stores and companies that want to add a little bit of flair to their presence on the web.


Now that you have an idea of some of the more popular types and styles of fonts, how does the typography on your website match your brand? Are you following the norms or breaking free of the common mould? Tell us, we want to know!


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