Choosing the best font for your event website sounds rather trivial, doesn't it? But it's not. The font you choose can change the entire feel of your event. It can entice individuals to attend your meeting or conference or even convince them not to attend.
While that sounds dramatic, we are impacted by what we see. The content and information on a website can be perfect, but if it looks dated, messy, or overwhelming, we're less likely to read it. Choosing your event website font is a big decision and requires a general understanding of typography.
“Typography is what language looks like” - Ellen Lupton
Typography terminology
Here are a few terms you'll need to know as you build out your event marketing website:
Types of text
There are three main types of text on a webpage. The headline, the subheading, and the body/paragraph text.
Headline
The primary message, what you want visitors to see immediately. The heading is generally short and succinct. It is there to grab attention. The font used for the heading will be bolder and larger than the other fonts.
Subheading
This provides additional context under the heading. Where the heading is less than a sentence long, the subheading is longer and contains more information. This font will be simpler than the headline font, but can still be unique.
Body/Paragraph
This is where the real content lives. The font used in the body text will be easy to read but will not draw the eye as much as the larger, bolder text on the page.
Three basic classifications of typography
Serif
Serif font is traditional, readable, and has "feet" at bottom of each letter. Examples of the font are Times New Roman and Georgia. This font can be used for headlines and body/paragraph text, though it's a bit out of fashion, particularly online.
Sans serif
Sans serif font has no "feet" on the bottom of each letter. It is a clean font that pairs well with display fonts. Examples of sans serif fonts are Arial and Helvetica. Sans serif font is used for headlines or body/paragraph text and is the easiest type of font to read quickly.
Display
Display font adds more character to the page. It is more artistic than the other fonts and more difficult to read when used in large blocks of text. Examples include comic sans and cooper sans. This font is for headline use only and should be used sparingly, much like a webpage accent color.
How do you choose a font?
Choosing a font is all about enhancing the content. Intelligent typography supports the dissemination of information. First and foremost, the font and font sizes you use should create a visual hierarchy. From larger to smaller, the font should guide the reader through the content.
Not sure if you created a clear enough hierarchy? Squint your eyes and look at the text. If you can see the differentiation in fonts, then you have a solid hierarchy. If not, go back and check your sizing.
How many fonts should you use?
Rule of thumb: Rarely use more than 2 different fonts. It's challenging to match fonts unless you're an experienced graphic designer. While not set in stone, it's easiest to stick to the two font rule. Using two gives the site a little more flair while keeping it visually pleasing.
Remember the purpose of your event
If your event is fun, make the font fun. If it's a serious conference to discuss real issues, keep the font professional. The type of font you choose gives attendees an idea of what to expect from the event. Make sure that your event purpose and the type of font you choose align.
Tools to Help You Choose the Perfect Font
- Google Font Pairings: Helps you pair Google fonts together
- Type Scale: Preview and choose the right type scale for your project.
