Customers rarely notice a font, but they feel it. A heavy rounded font feels friendly. A thin serif feels formal. Choosing well makes everything you publish look like it came from one business.
Use two fonts at most
One for headings and one for body text is enough. A third font usually makes a design messy.
The main styles
- Sans-serif (no small strokes at the ends): clean and modern, easy on screens.
- Serif (small strokes): traditional, trusted, good for long printed text.
- Script and display: decorative. Fine for a logo or a title, bad for paragraphs.
How to pair them
Pair fonts that are clearly different, such as a bold sans-serif heading with a plain serif body. Two similar fonts look like a mistake. A simple safe option is to use one font family in two weights, bold for headings and regular for text.
Check readability first
- Can you tell a capital I from a lowercase l?
- Is it readable at small sizes on a phone?
- Does it still work in white on a dark background?
Hindi, Marathi and other scripts
If your customers read Devanagari, choose a font that includes it, and test real words, not placeholder text. Some fonts have a good English side and a weak Hindi side, so the two languages look like they are from different brands. Make sure the line spacing leaves room for the top marks of Devanagari letters.
Licensing
Not every font is free for business use. Fonts from open libraries such as Google Fonts can be used commercially, but check each font's licence, and keep the licence details with your brand files.
Write it down
Record your two fonts, their sizes and where each is used in a short brand guide. It keeps designers, printers and your own staff consistent. See our Brand Guidelines service if you want this done properly.
