When you choose a certain font you want make sure that the emotion it displays reflect the culture of your brand.

Serif vs. Sans-serif

What’s the difference ?

Serif fonts are called “serifs” in reference to the small lines that are attached to the main strokes of characters within the face. Serif fonts ” Old style”are most often used for body copy in print documents, as well as for both body text and headlines online. The readability of serifs online has been debated, and some people prefer not to use serifs for large blocks of copy.

Slab serifs have little to no contrast between thick and thin lines, and have thick, rectangular serifs, and sometimes have fixed widths. The underlying characters hapes often more closely resemble sans serif fonts.

Sans-serif fonts are called such because they lack serif details on characters. Sans-serif typefaces are often more modern in appearance than serifs.San-serif fonts are the most used font on the web and are seen as modern and futuristic.

Script

Scripts are based upon handwriting, and offer very fluid letter shapes. There are two basic groups: formal and casual. Formal scripts are often remindful of the handwritten fountain pen .  They’re common for very elegant and elevated typographical designs, and are unsuitable for body copy.

Casual scripts “aka” handwritten more closely resemble modern handwriting, and fluid scribbles. They’re much less formal, often with thinner strokes and a more brush-like appearance.

Display

Display typefaces are probably the broadest category and include the most variation. The main difference is that they’re unsuitable for large body copy and are best reserved for headlines or other short copy that needs attention drawn to it. Display fonts can be formal, or informal, and evoke any kind of mood.