The reason that typeface and font choice is so important for your brand or company is that you want your fonts to evoke positive emotions, while providing easy readability at the same time.
With these two important factors driving your font choice as well as your font pairing, let’s discuss some other important factors you’ll want to consider.
Aside from keeping the emotions and readability of your font in mind, the next factor to check on your lists when choosing fonts is your type of business.
1. Combine a serif with a sans serif.
A safe bet when it comes to pairing fonts is to combine a serif font with a sans serif font, like in the example above. Why? Because, as a rule of thumb, the more contrast between your fonts, the better. See how the differences in the anatomy of the two fonts on the right create an overall appealing design? Meanwhile, the two on the left simply don’t work well together because they’re too similar.
2. Avoid similar kinds of fonts
Another way to apply the previous rule is to avoid choosing typefaces from the same categories, such as Script or Slabs. (Script refers to typefaces that link one letter to the next and are used mostly for headers or display. Slabs are a type of serif with thick, block-like projections at the end of letter strokes.)
If you do this, you won’t get enough contrast and will likely end up with an unreadable text. For instance, try combining Clarendon and Rockwell for better results.
3. Contrast font sizes.
A third way to achieve contrast is getting enough difference in point size between the various fonts. The text on the left, for instance, uses a 24-point font for the header and an 18-point font for the body copy. There’s too little contrast in size, which makes it harder for the reader to distinguish what’s most important.
The order in which you read information should be clearly defined by a visual hierarchy in your design. For example, the text on the right uses a big enough header to allow the reader to quickly perceive the visual hierarchy defined by the relative difference in the scale of the typefaces used.