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Fonts and what they convey

Serifs vs San Serifs

San serifs are better for screens and can be used to show innovation and informality

Serifs are better for formal and scientific papers and convey elegance and rationale


Light vs Bold Fonts

Light fonts convey beauty and femininity

Bold fonts convey power and masculinity (Daring, assertive, solid, substantial)


Medium fonts tend to be more readable. In terms of readability, Medium fonts are the easiest, followed by Bold, then Light, then Extra Bold.


Rounded vs Angular Fonts

Humans prefer rounded fonts as angular fonts can be threatening. 

Rounded fonts convey comfort, softness and femininity and are good for sites related to this. Topics like beauty, sweet foods, etc.

Angular fonts are more for formality durability and masculinity and are good for formal or official sites


Simple vs Complex Fonts

Simple fonts convey directness. If your message is simple your font should be simple to increase fluency

Complex fonts convey uniqueness. With unique products you want some disfluency to make your product seem more unique


Slanted vs Straight Fonts

Slanted fonts convey movement

Straight fonts convey stability and durability 


Lowercase vs Uppercase Fonts

Lowercase fonts convey compassion and innovation and are good for caregiver brands that promote compassion and altruism. Thin lowercase letters are congruent with creator brands that emphasize innovation

Uppercase fonts convey power and strength and are good to convey energy, courageousness and focus

Mixed case letters are most readable


Separated vs Connected Fonts

Separated fonts convey fragmentation and individuality

Connected fonts convey unity and collectivism and give the perception of closeness