For graphic designers, choosing font pairings is a daily endeavor. The struggle is pretty real, too. It can be difficult to find two styles of text that complement each other without battling for the reader’s attention. How then, would an amateur ever have any hope of finding a harmonious combination of typefaces if experienced professionals have such difficulty with the same task? Well, let’s look at a few guidelines together, shall we?
Don’t let your fonts upstage each other
If you’re going to use two different typefaces, obviously, you’ll want them to be noticeably different. Or else what would be the point of using two different fonts? That would be like adding highlights to your hair that are the exact same color as the rest of your hair. Why waste the effort? Then again, maybe I just don’t understand because I’ve been completely bald for nine years.
The point I’m trying to get at is this: Your fonts should be different enough to add a perceivable contrast, but not so different that they upstage each other. Your typefaces should complement each other nicely. Typically, this objective is achieved by pairing a serif with a sans-serif. Varying the size or weight of the lettering can help as well.
Convey your emotions individually
Use specific fonts to communicate the desired mood you want to encapsulate. What do we mean by that? Well for example, Pro Church Tools explains that while creating a graphic for a sermon that was meant to highlight solemnity and strength, the final image employed one font to portray solemnity, and another to portray strength. If you don’t quite have an eye for the aesthetic, it can be tricky to find the right typefaces to set your tone, but the concept itself isn’t too difficult to grasp. If you want to be serious, use a serious font. If you want to be silly, then use a silly font. You don’t always have to find the one perfect font if you can find two semi-perfect fonts that work well.
Establish a visual hierarchy
You know how some blogs (like MEDiAHEAD’s, for example) will use fonts that visually separate specific elements within the text such as titles, headers, subheads, and paragraphs? That’s a fairly basic-but-quintessential example of forming a visual hierarchy with typefaces. Varying sizes, weights, and kernings (space between letters) can all contribute to a visual organization, which allows readers to more easily scan for information.
Need help choosing font pairings? Just call the pros of prose! MEDiAHEAD offers everything you need to fully communicate and measure the impact of your message over print, online, and other new media outlets. Contact MEDiAHEAD today for more information about creating a powerful, effective direct mail campaign!
If you’re looking for a list of specific fonts to pair together, check out this article from Creative Bloq.