Font

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.

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.