Font pairs: how to choose harmonious combinations for a website?

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Ideally, any company's brand book should include several font pairs for headings and body text. Typography is designed to evoke emotions in a potential buyer, as well as convey the meanings that the owner of a web resource puts into their content. Fonts are used not only on the website: the selected pairs should be used in the design of all advertising products of the company - from street banners and stands to branded merch.

However, the task of selecting beautiful combinations sometimes becomes impossible and takes a lot of time from the designer. In this article, we will tell you how to select successful font combinations for any business.

Why are font pairs created?
To emphasize the main thing and hide the secondary – this is the main task of fonts in design. They create a mood and tell the reader their own story, emphasizing a certain atmosphere and harmoniously combining with each other. In addition, font pairs solve the following problems:

They help structure information. The title always conveys the main idea of ​​the text. After reading it, the reader decides whether to spend time on the article or whether it is not interesting to him. Therefore, it is more logical to highlight it in bold. A font with a smaller font size can be used for subheadings: this way you will not only set a hierarchy for individual parts of the article, but also help the user highlight the main ideas before reading the material.
Emphasize aesthetics. Cyrillic and Latin font pairs can affect readers' emotions, creating a certain mood. This is especially true for display and handwritten fonts. Such complex combinations are often used to create covers, posters, and placards, and are also used on landing pages and main pages of portals. Their main goal is to attract and retain the attention of the resource visitor, and they cope with this task perfectly.
Enhance the meaning of the text. Well-chosen typography helps make on page seo service the meaning embedded in the text much brighter. The main thing is that the combinations are appropriate, and the chosen pair corresponds to the topic of the article. Agree, a text about construction equipment written in Gothic font will look rather ridiculous.
You can endlessly flip through catalogs and look at references to find a font pair that will be ideal. The easiest way is to get acquainted with ready-made combinations in typography and the basic rules of selection in order to choose the ideal option for your project.




Main types of font combinations
The main advice when choosing font duets is to consider the style of the text, the target audience and the purpose of the article. And, of course, do not forget about the corporate style if we are talking about typography for a business site.

Classic couples
Such combinations have been used for decades and will never go out of web design trends. This is a universal solution for those who choose a conservative style and are not ready to experiment:

Georgia + Trebuchet MS
Times New Roman + Arial
Lucida Sans Unicode + Verdana.
Analog pairs
They involve combining two fonts with similar styles to design different blocks of text. This technique allows you to create a soft atmosphere, emphasize the feeling of comfort and set the reader in a positive mood. Successful analog pairs include:

Arial + Helvetica
Courier New + Monaco PT Mono
Verdena + Playfair Display.
Eclectic couples
Eclecticism is an unusual combination of fonts from different eras and styles. For example, options with serifs, monograms and other decorations with quite laconic types of fonts.

If your goal is to emphasize your own uniqueness, then eclectic pairs are your choice. However, when choosing a font pair for such a design, you should be extremely careful and not overdo it with details. Among the successful combinations, we can highlight:

Comic Sans MS + Bodoni MT
Futura + Brush Script
Vivaldi + Copperplate.
Contrasting pairs
This technique involves combining two fonts with opposite characteristics. They are used to highlight the text and draw the reader's attention to important points. The following will help you play on contrast:

Gotham + CenturyGothic
Bold + Light
Anjhay + SpriteGraffiti.
Different projects require different typography
It is obvious that the design of the font pair simply must correspond to the general style of your site, the pre-approved brand book and the business niche for which the web resource is being created. Let's consider several options using specific examples.

Fonts for online stores
In this case, typography should not interfere with studying the products, and the fonts should be easy to read and recognizable. For the design of your product cards, which will stimulate purchase, one of the following options will be suitable:

Open Sans is a versatile, strict design that allows you to not be distracted by anything else.
Futura is a minimalistic font, ideal for product descriptions and pricing. If you are not a fan of unnecessary decorative elements, then Futura will be the best solution.
Proxima Nova is an elegant, stylish option that will not get lost against the background of any images.