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Choosing the Right Font

January 22, 2019 by Darcy Darbyson

When designing social media content, most small business owners carefully consider every visual aspect from images to colours. However, far fewer give enough though to which font they should use.

In reality, font choice is one of the most important factors in creating a social media campaign that accurately and effectively conveys the personality of your business.Fonts literally convey the most important part of your message, and they influence how your audience feels when viewing your content.

There are four main types of fonts:

  • Serif: fonts with little lines extending off the ends of each letter.
  • Sans-Serif: fonts without those little lines, which tend to come across as modern.
  • Script: fonts that mimic handwriting and typically have letters that connect to each other.
  • Decorative: Loud, flashy fonts that are designed to provide emphasis and attract attention.

There are several key attributes to consider when choosing a font.

1. Personality

Personality is the most important.

Do you want your content to come across as friendly or authoritative? Is it supposed to be serious or funny? Fresh or mature? Whatever atmosphere you want to create, there is a font that can help you achieve that goal.

Just keep in mind that too much personality is a bad thing. Elaborately designed fonts can be fine when used appropriately and in small doses, but most of the time a simpler font is best. For example, fancy serif fonts might be fine for a tagline, but would feel out of place and difficult to read in a text-heavy presentation.

2. Cohesiveness

The second attribute you should strive for is cohesiveness. The fonts you choose should work with your message, style, and each other. Like all forms of design, from interior decorating to photography, this is as much an art as it is a science. When something is really right, you will just know.

However, there are tried and tested design rules you can follow to help achieve that cohesive look. For example, if you are using two fonts, they should be complementary but different enough to provide a strong contrast. Fonts that are vaguely similar end up looking unattractive or, even worse, muddying your message.

Most of us have encountered a restaurant menu that’s difficult to read because every word is written in the same elaborate, decorative font. You don’t want that.

Once you are ready to start, be sure to check out free font databases. Two of the best are Google Fonts and Font Squirrel. They offer many fonts that are free to use and will ensure your social media content is attractive, engaging, and sends the right message.

Iconic Group helps businesses grow their social media audience and reach new potential customers. If you would like to learn more, please request a complimentary discovery session.

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