That is a loaded question. My first instinct is to say yes, 100 times yes. Then we dig a little deeper and it’s a bit more complicated than that.
See, to a designer font is critical (like every aspect of design) but to the average consumer it isn’t.
So! Below in no particular order are some questions (and answers) to help you pick a font.
Do you like it?
This can get complicated because way too many people like Comic Sans but for the purposes of this post we’re going to ignore that font altogether.
Ask yourself, is this a font you want to see everyday on your branding, business cards etc. Because if you only kind of like it you’ll get real sick of it real fast.
Is it legible?
Just because you like how a font looks and you could look at it all day everyday, doesn’t mean it’s a good font. Can someone reading it actually read what your company name is?
For example, we’ve all seen the image of the flickering lights box that does NOT read as Flickering at first glance. Because Font. Is. Important.
Type out your company name and send a screenshot to a few people without any context beyond “what do you read this as” so you get an honest answer.
Is it easily accessible?
This is more for print shops or anywhere that you will be outsourcing things to. They will need a copy of your font or access to your font to be able to properly access your files and be able to produce them properly. So know what your font is called, have access to it (or else they WILL charge you for the cost of them buying it) and have it ready in a zip file so anytime you send a file out to be produced to a new outsourcer (because ones you continue to work with will keep it on file) you send that along just in case.
Does it make sense for your business?
This is less important and more of something that as a designer I’ve noticed where a business has a font in their branding that I don’t think matches what they do.
For example, whenever I see signs or anything that use Comic Sans and it isn’t 1) related to children or 2) an actual comic book, it turns me off of that business. There are literally thousands of fonts in the world, ones that are automatically included in word processing and design programs so that shouldn’t be a go to option.
Do you have questions? Let me know below or send me an email!