Picking the Perfect Font

We see hundreds of different fonts every day. They’re in advertisements, emails, magazines and anything else containing written words. But unless you’re a typographer or graphic designer, you probably don’t know the different classifications of fonts or when to use one over the other. In this blog, we’ll explore the four main types of fonts and what marketing materials work best with each.


A serif is the small line that sits at the end of a letter’s stroke, sometimes referred to as the letter’s “feet”. Serif fonts are some of the oldest in the world, dating back to the Roman Empire. While they probably won’t make anyone stop and stare, serif fonts are known for their readability, making them perfect for longer body copy. They’re also a good choice for bringing a classy and upscale feel for your piece.

Popular Serif Fonts:


Sans-serif fonts are any fonts “sans” (French for “without”) a serif. They’ve been around since the 1800s but didn’t become popular until the mid-20th century, thanks to the success of Helvetica. Sans-serifs are known for their modern and casual look, making them a great choice if you’re marketing to a younger, more technologically adept audience.

Popular Sans-Serif Fonts:


Script fonts are meant to mimic the strokes of physical handwriting which gives them a homemade and one-of-a-kind feeling. These are stellar options for company Christmas cards or formal invitations.

Popular Script Fonts:


If you’re looking to grab someone’s attention, decorative fonts are the way to go. These fonts are usually fun and wacky, suitable for large headlines on printed materials. While eye-catching, decorative scripts aren’t suitable for longer copy. (Imagine reading an entire novel in the Circus Poster font below) Use decorative fonts when you only have a few words to get your message across.

Popular Decorative Fonts:

Now that you’ve taken our crash course in fonts, you’ll need a partner dedicated to bringing them to life with your marketing materials. Get in touch with a Proforma representative to learn about our print and promotional offerings, fonts and all.

AboutReid Smith

Reid Smith is the Marketing Communications Specialist with Proforma. He brings with him experience in copywriting, editing and content creation for print, digital and social media platforms. Reid graduated from Kent State University with a Bachelor of Science in Advertising. In his free time, Reid enjoys playing football, reading fantasy novels and cheering on his Cleveland Browns!

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