…A serif is a decorative stroke that finishes off the end of a letters stem
Fonts are similar to the clothes your wear, they provide people with a first impression of who you are.
That’s why you need to be intentional and strategic with the fonts you choose.
Serif fonts have a history that dates all the way back to the 18th century when stonemasons would carve letters into rock.
This usually makes them a good fit for companies that want to appear more reputable, established, and serious.
Professional businesses such as law practices, accountants, and insurance companies are all examples of companies that a serif font would be a good choice.
Choosing the wrong font can completely change the personality of your brand thus giving people the wrong impression about your company.
That’s why it’s important to understand each style and make sure you’re choosing a font that aligns with the message you want your brand to communicate.
Sans serif fonts take the opposite approach and embrace simplicity and the feeling of being modern.
Sans serif fonts give off a feeling of being casual, informal, friendly, and very approachable. Companies who want their brands to appear more youthful and relatable tend to use sans serif fonts.
The clean, crisp lines of sans-serif fonts are the main reason many web designers prefer this style of font for on-screen use.
The clean lines and sharp edges are able to render out more clearly on a screen which increases legibility for users.