Which Typography to Use and When?

Everyone tends to choose a typeface because it looks beautiful, often unconventional but not always functional. How can you be sure you're choosing the right one?

Choosing a good typeface is not a matter of chance. It should not be selected based on your personal feelings or tastes. It is the result of multiple considerations, drawing on graphic design and marketing knowledge. We'll explore how to choose a good typeface and the mistakes to avoid.

Typography Usage Rules

Typography rules differ between print and web. While some typefaces work perfectly in print, readability on screen can be compromised due to several details often overlooked. It must adapt to digital devices, which is why certain typefaces are better suited for web use while others are typically for print.

Print and web share common rules:

• Maximum 3 typefaces – Multiple typefaces can help distinguish heading levels, paragraphs, quotes, emphasis, and more. However, maintain logic: one for body text, one for headings, one for the logo, etc.
• Combine smart pairings using contrasts such as serif + sans-serif or thin + bold typefaces.
• Prefer simple typefaces for body text to ensure smooth and easy reading. A traditional typeface (Arial, Roboto, Helvetica, Montserrat, Open Sans, etc.) is recommended.
• Adjust letter size but pay attention to readability—don't forget that!

Don't forget that all your graphic materials serving your communication must remain consistent with your visual identity.

What are your brand values? What tone do you use with your customers? What is your core message? Each communication must align with your visual identity, and your typeface choice depends on the context in which you'll use it.

What Messages Do Different Typographies Convey?

Each typeface family has established its own domain of use. They carry the following connotations:

• Serif: serious, traditional, sophisticated.
• Sans-serif: modernity, rational, simplicity, more readable.
• Cursive: elegance, playfulness, personal, handwritten, casual.
• Decorative for headings, logos, decoration, ornamental designs.
• Monospace: typewriter style, uniform character width, courier, code.

It's important that your communication be consistent with the context in which it's launched. While you should use your brand guidelines, you can also use multiple typefaces to add variety while respecting your visual identity. This is especially useful for special campaigns or temporary promotions where you want different visibility.

For more details and to truly master typography, we invite you to visit our typography section on our website. You'll become expert on different typeface names and typography vocabulary, and gain additional guidance on usage across various media.

Who Is Your Communication For?

Now let's explore how typography helps you in marketing. You can experiment with different typefaces, but you must never forget who your communication is for—your readers.

Everything is interconnected: your brand identity, your communications, your readers.

Since your readers are your message's target, it's crucial to know them well. For them to interact with you, you must ask the right questions and speak their language so they can identify with you.

• Is this communication aimed at women? Men? Mixed audience? Children? Adults?
• What is the primary age range of your target? What platforms do they use most?
• How do you capture their attention and give them what they want?
• What message will make them react or buy your product or engage with you and your brand?

The key is that typeface selection corresponds to specific criteria—don't leave it to chance if you want your communication to succeed. Ask yourself the right questions and remember that your audience responds to what they like, not what you like. Don't forget that your preferences may not be theirs.