Fonts matter more than people realize!

When you’re designing for your brand, font selection is one of the most important choices you’ll make. Think of it like choosing the tone of your voice when speaking—it can change everything about how you're perceived by other people.

For example, if you choose a bold, modern font it can signal confidence and innovation, while a delicate script might feel more elegant or traditional. Every font tells a story!

So how do you choose a font that is going to make sense for your brand? I always start by thinking about your target audience and how you want them to feel when they come across your brand. Do you want to seem fun and approachable? Or is it more important to convey seriousness and authority?

Beyond just how the font looks, it can also impact how trustworthy people perceive you to be. Research shows fonts influence how consumers feel about a brand. Like, imagine a wealth management firm using a flowery, decorative font—it could come across as unprofessional. On the other hand, a clean, minimal font might instantly build trust.

There are hundreds of thousands of fonts out there. Seriously, there are between 200,000 and 500,000 according to the internet. So rather than endlessly scrolling through font options, it helps to know the three main font categories so you can narrow your search.

• Serif fonts have small decorative strokes or "serifs" at the ends of each letter and often represent tradition, authority, and reliability.
• Sans Serif fonts lack those decorative strokes, giving them a cleaner, more modern look—perfect for contemporary designs.
• Script fonts mimic handwriting with flowing, elegant strokes. They add personality and sophistication but can sometimes be harder to read.
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Each of these font types can work for different brand styles, but here are a few guidelines I like to use:

• Serif Fonts: Ideal for luxury brands that want to evoke elegance and trust.
• Sans Serif Fonts: Great for bold, creative, playful, or professional brands.
• Script Fonts: Perfect for natural, earthy brands that want to feel personal and approachable.

Choosing fonts that fit your brand’s personality is a key step in building a memorable identity. By aligning your typography with the emotions and messages you want to convey, your brand will have a much better chance of connecting with your audience.

I could go on for hours about fonts and how to choose the right ones for your projects, which is why I’ve created a free resource: The Essential Guide to Choosing the Right Fonts.

In this guide, you'll find even more helpful tips for choosing fonts and direct links to some of my favorite free and paid serif, sans serif, and script fonts!
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Master font selection and create impactful brand identities with my easy-to-follow guide.
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DOWNLOAD THE FREE GUIDE!