Font & Typography
If you’re starting in a new industry, it may be a good idea to model the fonts that your top competitors in your niche use.
The advantage you gain is relatability.
Basically, you’re leveraging a competitor’s authority and trust.
Instantly Recognisable Fonts
Serif – used by Google
Sans Serif – used by LinkedIn
Script – used by Cadillac
Modern – used by Hulu
Display – used by Disney
Keep in mind that it’s easy to over do it.
Experiment with no more than 2 fonts in your design.
Mix up your character height, spacing and weight.
Also consider what your font will look like when it’s reduced to the size of a postage stamp.
Thin, flowery fonts don’t convert well when they’re sized down.