Comic Sans isn’t the Enemy

How your font choice quietly communicates a message.

Anytime time I go on Facebook I am flooded with AI flyers from local businesses. Not only do they all look the same but the fonts AI ‘creates’ all have the exact same feel to them. It might look like a polished well finished flyer but it doesn’t do the very thing a flyer should do.. communicate a message about your business. (well other then I’m a cheap lazy businesses owner, who can’t even use a Canva template or see just how obviously AI my flyer looks). They also use these weird AI created fonts that making it quickly obvious that it’s AI and a real font wasn’t used.

For a long time graphic designers have mocked Comic Sans. However its initial purpose is right there in the name, it is meant for comics. It fits its purpose perfectly, yet it became hated due to it’s mis-use. It was used to communicate formal office messages, business flyers and funeral Order of Service booklets. The message and communication misaligned and we threw blame at the font.

Any font can be used well if used in the right context to communicate the message it was intended for. The more misaligned the more it bothers us.

The principle doesn't just apply to Comic Sans. Every font you choose for your brand is communicating something, whether you intended it to or not.

That Font Said Something

Fonts choice matters. Fonts say something and if you get the message wrong it can cause confusion and give people the wrong impression about your brand. You could be accidentally attracting the wrong people and putting off the right people by making the wrong font choices.

Fonts do a great job of positioning a brand, so simply picking a trending font or your latest favourite probably isn’t the most strategic way to pick the right fonts for your brand.

A font will communicate your brand positioning, its feeling/vibe and can build trust. So what you choose matters.

How to Choose Fonts that Align with Your Brand

Raise a hand if you have ever stumbled across a brand or a font and fallen head of heels with a font and rushed to download it to use for your own marketing graphics and branding? It’s easy to fall in love with a font, but that doesn’t make it your perfect match.

STEP ONE

First you need to be clear on what you are communicating and who too. Where does your brand sit in the marketplace and what impression do you want to give people about your brand?

For example are you playful or sophisticated? Affordable or luxury? Trendy or traditional? Bold or gentle?

All these things play into the decision of the type of fonts best for you.

STEP TWO

Find a variety of fonts that communicate your message, start with a range of options so you can test them out.

Unsure about this step? Keep reading and we will break down what to look for in a font.

STEP THREE

Test the fonts. Try them on graphics and on web and see how the look and perform in real use. Sometimes a font may appear perfect but once tested you realise it doesn’t quite work the way you hoped.

STEP FOUR

Pair your final choices. You need to pair fonts that communicate the same message but have some aspect of contrast, like a serif with a san serif or thick with thin. It doesn’t have to be polar opposite, but does need to contrast in some way, if two fonts are two similar they compete and end up looking messier. Often the easiest formula is a serif with a san serif.

How to Speak ‘Font’

Once you understand how fonts play a part in your branding, and how they can position your brand, attract the right audience and add to the feeling and vibe of your brand it is easier to narrow down your font choices.

Not only do fonts help communicate your brand feeling, but they also aid in making your message and words easy to read and understand, they enhance your written message.

So to help you better read fonts, lets look at what different styles communicate:

Old Style- Stable, traditional, established and old world. They look dated. They can work for brands that are selling products or services that are related to the past, such as selling antiques, history research, or restoration services.

Transitional- This style of serif is generally a better option for branding then old style, as it feels a little more modern and refined but still has a very traditional feeling. These fonts feel dependable, mature, classic, serious, traditional, professional, respectable, reliable and formal, sophisticated.

Neoclassical & Didone Serif- A little more fashionable then transitional. They have a much more modern feel and can be bold or delicate depending on the weight and contrast. They are trendy, fashionable, high-end, elegant, glamorous, luxurious, welcoming, chic, exquisite, feminine, creative, expensive, classic, warm and friendly.

Slab Serif- Slab Serifs are friendly, bold, creative, modern, impactful, evident, loud, energetic, authentic and ethical. These serifs have a little more oomph and strength to them. They are attention grabbing, which can make them a good font for a bold and fun, cheerful brand or for more masculine brands.

Clarendon Serif- These fonts feel modern but more approachable and have a feeling of strength, and playfulness. It is more modern, creative and bold. Clarendon have a little more personality then traditional serifs and they are easier to read as there is less contrast. They feel a little more masculine but also work for feminine brands that want to feel more playful, youthful or bold.

Glyphic Serif- These serifs feel more modern and sleek. They are less traditional looking serifs, and start to get closer to a sans-serif look, but with more personality. They feel modern, refined, sleek, sharp, smart and edgy.

Grotesque Sans-Serif- These fonts feel very clean simple and well designed. Helvetica is one of the most famous grotesque sans- serif fonts as it can work well in so many situations and is very well designed. These fonts can feel minimalist, sophisticated, sensible, stability, natural, straightforward and versatile.

Square Sans-Serif- These sans-serifs feel defined and dramatic. They can also feel more narrow, authoritative, candid, masculine, objective, technological or scientific, speedy and innovative.

Humanistic Sans-Serif- With their contrast in stroke weight, they feel more approachable, soft and friendly. They can also look more trendy, designed and elegant. They have a little more personality and character then other san-serifs.

Geometric Sans-Serif- These heavier and more rounded san-serifs, feel more youthful, fun, approachable, playful, modern, chic, progressive, likeable, friendly. They also suggest user friendliness, and a brand that makes your life easier.

Formal Script- These scripts are very elegant, romantic, affectionate, delicate and formal. They can be very fancy and elaborate so in branding they shouldn’t be over used. Generally they work best for headers or in a logo. They shouldn’t be used for body copy or long sentences. You may also want to test legibility, as some may have letters that are hard to read.

Casual Script- These scripts are more easy going, laid back, casual scripts. They are friendly, approachable, playful, kind, sociable, warm, welcoming and informal.

Calligraphic Script- Beautiful calligraphy style fonts are artistic, creative, modern, trendy, feminine, soft and natural. Calligraphic fonts are increasingly popular as they can be very unique and creative.

Handwritten Script- These scripts are very casual, creative and full of character. They feel more hands on, creative, handmade, personal, artistic, unique, playful and imperfect.

There are also an array of decorative fonts like bubble, blackletter and typewriter. These are distinctive, dramatic fonts, and there is a wide variety of styles including grunge, graffiti, textured fonts, bubble fonts, vintage and so on. I wouldn’t advice going down the decorative font path for branding, unless your brand really lends itself to this style and it would still be wise to use in moderation depending on readability (it can lend it self to logos, for a stand out unique look).

Decorative fonts tend to have a cultural and historical era feel to them, which can be useful for special events or themes.

Other factors to consider-

• Font weight- A bold font feels dominant, gallant, significant, reputable, powerful, highlighted, emphasised, strong, noticeable, drawing attention, whereas a thin font feels delicate, fine, elegant, soft, romantic, gentle, defined and refined.

• Height and width- Wide extended fonts feel smooth, mature, luxury, fluid, memorable, commanding and respectable. Tall narrow fonts feel expressive, commanding and confident. They are also influential and busy.

Will they think of you?

A final thing to consider which is powerful yet overlooked is people beginning to associate a font with your brand. If you choose a font that isn’t overly used and too common and use it consistently making it your own people will actually start to associate that font with your brand.

This means it is a good idea to fond something that is less common in your industry and isn’t the latest hot trending font. It doesn’t have to be one of a kind, just not over used. Then make it your own, use it in your own style and be consistent in your usage.

The next time you scroll past a sea of identical AI flyers, you'll know exactly what's missing. Intention. A font chosen with purpose, for the right audience, communicating the right message, is one of the simplest ways to make your brand unmistakably yours. And unlike Comic Sans at a funeral, it'll be remembered for all the right reasons.