Typeface matters. Or is it fonts matter? Either way, it matters. Here’s why.

Conserves Attention

Attention is the reader’s gift to you. When you are producing content, you want nothing more than for that content to be consumed. That requires time and attention from your audience. And something as simple as which font you select from the dropdown can have a tremendous impact on the quantity of time and quality of attention you receive from your audience.

Many designers feel that simply making sure that the type is legible is good enough… “Got enough spacing? Check. Is it large enough? Check.” But research has shown that just as important is using a familiar typeface. People tend to prefer reading type that they’re used to reading.

Expresses Emotion

When we speak, our facial expressions, gestures, and posture convey context and emotion that are not evident strictly in words. The most evident example of this in modern culture is the use of emojis in text messaging. Texting alone doesn’t tell the recipient about the emotion, so we created the “emoji”, aptly named little illustrations used to let the reader know how we feel.

Typeface and font choice provide a similar range of emotions when used in print. Serif, sans serif, display, handwriting, distressed… all of these font options make a big difference on what you are trying to convey.

Establishes Priority

Size and color of a font can establish the priority of what parts of your content you want your viewers to see first. Using pops of color and large fonts will draw the viewer’s eyes there first. Using these techniques allows you to rearrange your composition so the most important parts don’t necessarily need to be at the top, just emphasized.

Helps with Brand Recognition

Consistency in font choices can improve your brand recognition. If you use consistent fonts in your design, logos, website, print, etc, your consumers will associate those fonts with your brand.