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Fonts Can Help with Marketing

November 06, 2011

Have you ever seen a sign that just seemed wrong because the font conveyed a different feeling than the message conveyed?

Jessica Lambert
ASU-SBDC Training Coordinator


SAN ANGELO, Texas — Fonts can be a powerful tool when marketing your business.

They can convey a feeling of formality or informality, appear contemporary or traditional, or give a sense of style. Have you ever seen a sign that just seemed wrong because the font conveyed a different feeling than the message conveyed?

For example, what if you saw a Comic Sans font on a law office sign? Comic Sans font was designed to appear informal and humorous, styled after the font common in comics. But that informal feeling would project a feeling that is all wrong for a professional law firm.

Do you know what font you use for the majority of your businesses materials?

There are thousands of styles of fonts that can be used. Most computers come pre-loaded with hundreds of font styles that you can use right out of the box, the most popular include Times New Roman, Arial, Lucida Sans, Candara, Calibri, and the list goes on and on.

Are you still typing with only Times New Roman? I challenge you to explore some new fonts to better express your business and brand.

The two basic types of fonts are serif and sans serif. A serif is defined as a decorative line on a letter. A few serif fonts include Times New Roman, Cambria, Bookman Old Style, Palatino and Lucida Bright. They are better for large blocks of copy because they are easier to read than sans serif. They are also considered more traditional and formal.

Sans serifs are great for titles or for short copy. Sans serif fonts that you probably have on your computer include Arial, Calibri, Candara and Tahoma.

Apple uses Myriad for most of its modern product logos and marketing products including its websites and advertisements.

This sans serif font is very clean, balanced and projects a contemporary feel.


Ready to try out some new fonts? Don’t just use the font that is default on your computer. Experiment with different fonts by highlighting the text you want to change and try out a few different ones.

You can always change back to the font you started with, but you might find one that looks even better.

If you are feeling more adventurous, you can also download many free fonts off the Internet. You will need to install them on your computer. Simple step-by-step directions can also be found on the Internet.

At the end of the day, though, a font is only a tool to support the written word. It cannot convey a message by itself, and the font must be legible. However, by using a new, unique font you can give your business a fresh feel.

“Business Tips” was written by Jessica Lambert, business development training coordinator and certified training coordinator of Angelo State University’s Small Business Development Center. Contact her at

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