How to Choose the Right Fonts for Your Design Projects

I’ve gotten pretty good at choosing fonts that “work”, so in this post, I’m going to break it all down for you.

Maddy Beard


handwritten typography
Photo by Bich Tran: Pexels

Before you look at a single font

Write down 2 or 3 things you want people to feel or understand about the brand when they interact with the product or website. Depending on the project, you may or may not need to talk to clients or other stakeholders to get clear on this.

As you’re exploring potential typefaces, you’re going to continue asking yourself: “Does this font make the product feel _____?”

Every typeface has an inherent feeling or mood associated with it. It’s sort of like a silent communicator — the words are telling you something, but the typeface those words are displayed in is also telling you something, just on a more subconscious level.

Like anything else, two people could look at the exact same typeface and have different associations because of past experiences or perspectives, so there are exceptions to the “rules” I’m about to explain, but we can still use them for guidance.

layers of posters on a wall with different colors and fonts
Alice Donovan Rouse on Unsplash

Types of Type

The first differentiation we can make is between serif and sans serif fonts. But there are also other types of fonts that go a bit deeper, including monospace, script, italic, handwritten, and slab serif. Let’s talk briefly about each of these.


Serif fonts tend to feel more traditional & established since they’ve been used in printed books as well as educational and scientific settings for centuries. They’re also by far the easiest types of fonts to read in small sizes.

Santo Padre ristorante: logo signage on storefront — serif
Matheus Machado on Behance

Sans Serif

Sans serif fonts on the other hand feel more modern and denote newness. So ask yourself, does the project you’re designing lean more…