The choice of typography is usually the task of the Visual Designer who, in addition to taking into account the brand identity and other visual aspects, must assess its legibility, guaranteeing the best possible user experience. Today we want to explain some tips to choose the best possible commercial fonts based on its functionality and with the aim of offering a memorable experience.
To begin with, it is necessary to carry out an analysis together with those responsible for the brand to ensure that the typography will respond to the brand attributes: What sector does it belong to? Do you want to use a serious and formal tone? Or better casual and youthful? Is communication only online or also offline?
What should be taken into account to choose the best typeface?
There is no golden rule for choosing the perfect typeface for a project. Choosing the appropriate one requires a time of search and study. Even so, the advice that you will find below will be very useful for you to make the right decision that will help generate a positive user experience on your website or app.
The legibility of the text is essential to ensure a good user experience. Readability determines how easily each character in a text can be distinguished individually. A very simple test to see how readable a font is is to write a line with the characters “1”, “i”, “I” and “l”. If it is difficult to distinguish them, it is better to forget about that typography.
To ensure optimal legibility, it is recommended to choose simple fonts with vertical strokes, not diagonals like italics, so as not to generate reader distraction and favour reading continuity.
- letter thickness
The thickness of the font should be neither too thin nor too thick. It is best to use the medium thickness offered by the source. If the letters are too thin, there may not be enough contrast and they blend in with the background; if they are too thick, it will be awkward to read a text of more than one line.
Both the letters, as the words and the paragraphs must have a correct separation. There is no exact science that we can rely on to know how many pixels of separation to leave, but we must get our eyes to travel through the text without encountering impediments.
It is recommended not to put the characters very close together as it makes legibility difficult, as we have already mentioned above.
- The ratio between upper and lower case
This is an aspect that is not usually taken into account and that can cause problems when the typography has already been implemented. You should look for a font that has the provided uppercase and lowercase letters. If the uppercase letters are much larger than the lowercase letters, readability will be negatively affected.
When we download a font, it is advisable to check if it contains all possible formats: regular, italic, bold, bold, semi bold. The more complete, the better. In this way, we will have more flexibility when it comes to establishing a visual hierarchy and refining the design.
- special characters
First of all, when we choose a font, we must look at whether it contains all the special characters we need. In the case of the Spanish language, it would be the “ñ” or the accents, for example. Many of the fonts have not been created with these characters in mind.
- Aesthetic Qualities
Each typeface conveys different emotions or meanings based on its aesthetic qualities. Depending on the typeface chosen, it will be more or less easy to convey the features of the brand. For example: Sans serif typefaces, such as Times New Roman, are used in more formal projects due to the classic, sober and elegant style they convey. On the other hand, sans serif typefaces, such as Helvetica, are used in brands with a more avant-garde appearance since their designs convey modernity, cleanliness and sobriety.