Choosing a Font

Choosing a Font

Fonts can make or break your messaging. It’s truly as simple as that. From scripted and artistic to everyday uses, the fonts chosen for messaging evoke a sense of emotion. So how do you decide which fonts are right for your business? The designers at Evergreen Media share their favorite font go-tos.

Serif Fonts

In typography, a serif is a small line or stroke regularly attached to the end of a larger stroke in a letter or symbol within a particular font or family of fonts. These typefaces are seen to be classic and traditional options — which carry out a feel of longevity. Typically, serif fonts do not bode well for an internet font, however there are some options Google has made available as screen technology increases to showcase the small strokes. Some of the most well-known serif typefaces include Times New Roman, Rockwell, Georgia, and Baskerville. As for the designers at Evergreen Media, Sabon, PT Serif, Cambria, and Plantin are favorites to use.

pt serif

Sans Serif Fonts

In opposition of a serif font is a sans serif, quite literally translating to without a serif (or the additional strokes attached to each character). Sans serif fonts are typically seen to be taken as more modern and contemporary options for their nominalistic look. Heavily used on the web, sans serifs are also a great font choice to pair with more decorative fonts. Some of the more well-known typefaces include Helvetica, Arial, Futura, and Franklin Gothic. The designers at Evergreen Media enjoy the fonts that boast stroke weight options including Gotham, Inter, Avenir Next, Insignia, TT Norms, and Meta.

avenir next
tt norms

how do you choose?

There are general rules, but it’s mostly off of feel and intent from the designer; it looks good and feels good.

Apply the same questions about looking for a font as you would the general tone of your business. How do you want to appear to your customer? What is the tone you use? No matter what you choose, you will want to make sure it is legible in the variety of formats you will use to talk to your customer. There are copious amounts of fonts to choose from, and based off of the basic knowledge here, you’ll be ready to play, pair, and pick a typeface to represent your business.


If you get stuck, have questions, or would like our team to review your options, please contact us! We are happy to help.

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