Choosing a font that matches your brand in an over-the-top way (i.e.Choosing a font that doesn’t match your brand.
Two of the biggest beginner mistakes in choosing typefaces are: Brainstorm fonts that subtly convey your brand Actually writing them out will make the rest of this process much easier. We’ll use those terms regularly as examples throughout this lesson.īut whatever your design is, take the time to think of a few adjectives or short phrases that describe them. (You can watch the video to see some examples of each)
In particular, in this video, I talk about the 5 most common brands that beginning UI designers should learn how to design for: I’ve released a video on YouTube that goes over brand adjectives – how to find them, and how they influence a design. Some sites need a brand that’s “clean, simple, and modern”, others want to be “luxurious, modern, and classy”.īut whatever your brand is, being able to list specific adjectives and phrases will make the process of choosing fonts easier. Simply put, your brand is just a list of adjectives (or short phrases) that describe what you want your users to think of you.
The reason is because different sites and apps have different brands. Determine your brand (because brand drives typography)Ī font pairing that works great on one site may look ridiculous on another.