Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine.
is one of the most important things to consider. But with so many fonts to choose from – even if you only stick to– it can sometimes feel overwhelming. If so, one good place to start is deciding between serif vs sans-serif fonts.
In this article, we'll explain the difference between serif vs sans-serif fonts, what kind of themes each font type typically conveys, and how to choose either serifs, sans-serifs, or a mix of the two for your project.A serif is a delicate little point at the end of a letter stroke. In the image above, we've circled the serifs around the 'A' and 'a' on the left.
In contrast, sans-serif fonts emerged as a more modern, minimalist alternative, often associated with the clean aesthetic of 20th-century design movements.It's always dangerous to oversimplify these things. But in general, serifs lend a sense of traditionalism, elegance and authority to a design. That can help to convey an sense of refinement and sophistication, making serifs a good choice if you're seeking to project an image of stability, reliability and heritage.
Most obviously, the tech giants that have taken over the world across the last two decades have enthusiastically embraced sans-serifs. Examples include Spotify's use of Circular, Uber's development of Uber Sans, Google's choice of Roboto, andEven outside the tech world, sans-serifs can be highly effective in branding and logo design, because they're generally felt to convey a sense of professionalism, openness and adaptability.
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