Your website’s aesthetics impact the first impression people have of your brand. Their initial interaction may come from a Google search or a friend suggesting your site. The user has no initial basis to guide them on whether you’re a quality company. They’re looking for things that show them you can be trusted to be professional. They also want to know you’re knowledgeable about what you do.
Font choices impact their overall perceptions in a variety of ways. The following are five ways your font choices will help or hurt your brand as visitors navigate your site.
1. Readability
WebAIM’s 2024 accessibility report looked at the top million home pages and found the average site had 56.8% accessibility errors per page. When users with disabilities visit a site, their perception of your brand can be irrevocably damaged when they encounter errors.
While there are many ways to make your pages more accessible, font choice impacts nearly everyone. Those with neurodivergent conditions such as dyslexia may find it difficult to read script or text that isn’t kerned in a visually appealing way. Plus, any reader should be able to absorb information presented without squinting their eyes and trying to figure out if the letter is an “F” or a “T.”
2. Professionalism
The font you choose can show users you are knowledgeable and serious about the topic or can mark you as an amateur. If you choose an elegant script that’s nearly unreadable, site visitors will struggle to decipher the meaning behind your words. Alternatively, choosing a font commonly seen as unprofessional or childish could impair how seriously people take your brand.
Take the time to understand the best use of fonts for the body of your pages to ensure your brand is taken seriously in the eyes of your audience.
3. Trust Factors
Take the time to research your typical customer and figure out what their preferences are. Do they like more white space? Conduct some A/B testing to decipher which designs they respond best to and try various fonts, spacing and white space around content. Research shows companies see approximately $100 in return for every $1 invested in improving the user experience, highlighting the value in ensuring your site and fonts are well-suited for your audience.
A well-designed website, with fonts carefully selected, shows users you are serious about your business. They’ll be more inclined to trust you, even if they aren’t sure why.
4. Brand Personality
Different fonts have different personalities. A sans serif typeface is modern and a bit less formal than a serif font. However, font tones go much deeper than whether or not there are accents on letters.
A taller font can indicate elegance. A wider or bolder type may look more fun and casual. The colors you choose for your typography, font size and style all play into the aesthetics of the page and make a lasting impression on the audience.
5. Consistency
When it comes to the fonts you use, consistency has a huge impact. You’re trying to create a brand perception so people recognize your company no matter where they encounter marketing materials. If they receive your newsletter, they should get the same impression they do when they visit your website or social media pages.
Using the same fonts consistently works best when you develop a style guide, which keeps a uniform look no matter who works on the website or other materials. Even the color selections of the fonts should remain the same. In one study, researchers found white was used 42.73% — more than any other color.
Stick to the brand’s color palette and provide options in the style guide for light and dark backgrounds.
Ensuring Fonts Mesh Well Together
Some fonts go better together than others. Study what to use with your logo’s typography that still reflects your personality but is more readable in the body of the page or smaller headlines. If you feel unsure what goes well with your font of choice, try different options until you land on one that has the right vibe. Selecting the best body font to go with headings and the logo takes time and trial and error. The effort results in a site that makes a consistent and excellent impression on new customers.
Eleanor Hecks
Editor in Chief
Designerly Magazine
