Whether you refer to them as typefaces (the correct term for a family of fonts) or fonts (the individual members of a typeface), everywhere you look, type is around us. Billboards, road signs, car registration plates, restaurant menus, newspapers…. it influences us significantly in our day to day lives. Ever since Johann Guttenberg invented movable type in the 15th century to give the world a cheaper way to obtain the written word, the variations available to us have exploded and today there are at least 60,000 professional font families obtainable for commercial use. Since the birth of the digital age and the internet, the emergence and growth of available free fonts is only increasing the possibilities of use.
So what is the benefit of having so much choice? Well as with colour in branding (see The Psychological Effects of Colour in Design) where colour usage can provoke different emotional responses, typefaces also express a mood and give words personality. They help to create a face for your brand, leading to consumer response and enabling better audience communication. Take a look at the examples below and think about the way each of them make you feel. You can instantly recognise that they are all specifically suited for a certain purpose.
Why Pair Fonts?
Think of a font like a person. Individually it is functional and communicative. But as a pair, just like in marriage, combined correctly they bring chemistry and compliment each other. Their individual personalities can be used to represent an emotion you want to provoke that you relate to your brand. So it is important to choose wisely; if your message isn’t aligned to your target audience, then they’re just no that into you.
The Primary Font Categories
A serif is a typeface with a small projection at the end of the letter strikes
A sans serif is a typeface without any stroke embellishments or detail.
A slab serif is a typeface that’s identified by its thick, clock-like serifs.
A script typeface links together letter-to-letter, they are best saved for headings and display.
A handwritten typeface is one which resembles the freeform of handwriting.
What Makes a Good Font Pairing?
Finding font parings that set each other off, don’t fight each other for attention and harmonise without becoming dull is no small task but it’s what will help to ensure longevity of your brand. Two fonts that can grow old gracefully together, still standing strong whilst the brand they were build upon evolves and grows… is a match made in heaven. But with so many available to choose from, what should you be looking for in the search for the perfect marriage?
Many fonts have distinct personalities so you want to make sure the moods of your font choices match the purpose of your design. Ensure they share the same relationship. If the uniting appears random, it’s going to evoke a feeling of discord.
In the world of typefaces, contrast tends to be homogenous. As can be the case with our own personalities, blending the introverted with the extroverted can generate balance. So finding one with a big personality can actually create chemistry with another that is simple, understated and reserved. It is also important to define a hierarchy with your fonts as a fight over supremacy is only going to have negative consequences. Whilst you may only be looking at a two tier hierarchy, define your alpha font that is complimented by the second font instead of being in competition with it.
What to Avoid
Whilst using the same font in different emphasis, weights and sizes is a recommended approach, this is not the same as using two different fonts from the same style. For example, using Garamond Bold and Garamond Regular works well as they are complimentary to each other but using script fonts from completely different font families is going to break up the harmony. You also needs to carefully consider what it is you are branding to determine what typeface is appropriate. In order to make good font choices for your brand, you must have a clear idea of the message you want to deliver to its audience. For example, a slab serif may not be the best choice for an elegant jewellers and you may have better options than a script for a children’s entertainer. Fonts are not just about the copy you write but the culture, ideas and values that you are directing it at.
10 Examples of Good Font Pairings
A Summary of Things to Consider
• Establish a visual hierarchy
• Consider context
• Create contrast
• Steer clear of conflict
• Limit your number of fonts
• Avoid pairing fonts that are too similar
• Don’t be afraid to use one typeface across your entire brand
The Increasing Accessibility of Font Pairing
Websites such as https://fontjoy.com have helped to make it easier than ever before for us to play matchmaker with typefaces. Featuring pre-loaded libraries of fully editable text, they are paired up for their compatibility, which you could say is a little like Tinder for fonts! The formula devised to make this process automatous is quite simply fantastic. By identifying that good font combinations tend to be ones that share certain characteristics, but contrast in a specific way, they have been able to build a vast 3D font map. That may not get pulses racing quite as much as their human equivalent but will at the very least set you on your way to fusing a partnership of fonts that you are able to love and to cherish for many years to come.