How to choose fonts

This is how I choose fonts for any design project.

Step 1. I define the purpose of the project, which provides the constraints that help with my decision making. Questions useful to ask at this stage are:

• Does a client have an existing brand guide?
• Does a client have an existing choice of fonts?
• Do you want people to read chunks of text?
• Do you want people to read a few text?
• Do you want to draw attention to one word?
• Do you want to establish trust?
• Do you want to establish a bold and edgy vibe that disrupts the industry sector?

Step 2. I’ll look for a base font. Based on the purpose of the project, I decide whether I’ll be using serif or sans serif.

Step 3. I then decide whether to use classic fonts or new fonts. This decision will be based on the purpose of the project.

For classic fonts, I search the following resources:

• go-to fonts of Vignelli
• https://blog.spoongraphics.co.uk/articles/25-classic-fonts-that-will-last-a-whole-design-career

Good classic fonts:

• Akzidenz Grotesk
• Avenir
• Futura
• Gill Sans
• Mrs Eaves
• Myriad
• Avant Garde
• Minion
• Sabon

For new fonts:

• YouWorkForThem

Other resources

Free fonts

• A curated list of the best Google fonts
• Open Foundry

Premium fonts

• Dribble
• MyFonts

Step 4. I choose a second font to pair with the base font. Usually, I would pair serif with sans serif to create enough contrast and keep the reader engaged.

Step 5. If necessary, I look for a third font, which serves as the accent. The accent could be a script font to be used for pubmats.

Step 6. If I’m not sold with the current pairings, I’ll come up with a new one, or several new ones, following the previous steps, to create options to choose from. I could also look for instant inspirations from the following:

• Pinterest
• Envato
• Canva
• Creative Market

Step 7. Once I’ve decided on a pairing, I would create font mock ups by combining it with colors and design elements to test whether the pairing works with other elements of the brand.

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As I deepen in my design practice, I accumulate a collection of my go-to fonts, which I find useful when working with a project or with clients who are starting from scratch. This collection contains some go-to fonts for header, body, and accent.

References

Flux Academy. Complete Guide to Choosing Fonts. Flux Academy, https://www.flux-academy.com/resources/the-complete-guide-for-choosing-fonts.

How To Choose Fonts. Directed by Flux Academy, 2019. YouTube, https://www.youtube.com/watch?v=obZX8oIjia4.