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
