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Most marketers know their brand’s message, but your font choice needs to reflect and represent your brand’s character. For instance, a romantic font like calligraphy or a quirky meme will not reflect your brand if you have a formal charity organization. 

Similarly, if your font needs to reflect a bank, playful fonts will not build trust, and your readers may not take your brand seriously. Therefore, brand choice also revolves around understanding your target audience.

These issues are intertwined. Often, readers have to press their faces up against the screen to read the text. Having to do so does not positively affect their user experience. If the font is too tiny, potential leads may vanish in seconds. Similarly, choosing huge fonts is bad practice as they “shout” at the reader, which is deterring. 

Also, having too many fonts comes across as confusing and unprofessional, especially if they are on the same page. The best practice is to choose a maximum of two or three fonts to ensure uniformity and clarity throughout your site. Fonts not only affect user experience but interests, navigation speed, and many other aspects.

UX is directly related to business opportunities. If your visitors feel comfortable reading your site content, they might stay longer than planned – especially new visitors. 

Sites that provided readers with engaging content written in a premium, reliable font catch and retain attention. Achieving this helps you build consumer trust, increase your competitive advantage, and improve business opportunities and profits.

Fonts are essential for your brand or company because you want them to evoke positive emotions, provide easy readability, and improve your bottom line.

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