An over-complex, large, or too-small font can kill a brand’s imagery and visual message. Tiny text can doom a brand’s legibility. While the term “tiny” differs from person to person, the average customer’s visual acuity declines with age. It also won’t digest needlessly illegible fonts.
Avoid overuse of typefaces—which are fonts within font families. A successful graphic design, header or piece of information adheres to a singular typeface. It relays information tactically—promoting an interesting message with simplicity.
Avoid clashing fonts, too. It’s common to avoid mixing one’s alcohol—and for good reason. Whisky and tequila don’t mesh, and they can create a pretty unsavory taste. The Cosmopolitan, however, mixes Cointreau and vodka while adding a dash of lime and cranberry. You can substitute the lime with another citrus—but you can’t toss in a banana to enhance the taste.
Intuition is worth its weight in gold. Researchers and brand experts at Forbes believe contrasting fonts can contribute to sloppy branding. For this reason, it’s important to support every part of your brand's representation as possible.
Where font legibility is considered, businesses should think about the final product—rather than the design it's displayed upon. Ask the following after-creation font questions to avoid sloppy, inaccessible fonts:
Will the font be printed?
Will it be back-lit?
Will it be presented digitally?
Will it be viewed on a mobile device?
Will it be viewed on a billboard?
Consumers make judgments that will form ever-lasting opinions about a shoddy font. For this reason, a brand’s promotional font must be “serious,” or firm enough to promote confidence. If a company’s internal messages are replaced with the Comic Sans font, for example, it tends to degrade any previously professional messages. A positive consumer opinion and memorable brand is top priority.