If you think it’s up to your designer, you’re wrong.
There are designers who focus on how your website looks, but you’re running a business. You want a font that looks great and performs well.
A font’s main purpose is to be read. If you or your designer attempt to use a “cutesy” font because you think it looks nice, you’re doing it wrong—really wrong.
There isn’t one right font, but there is a right group of fonts: simple or fancy. To determine the perfect combination of fonts, keep reading.
The psychology of simple fonts
Two researchers, Hyunjin Song and Norbet Schwartz, discovered an unusual trend during an experiment.
There were two groups of people. One group received directions in a simple font, Arial, and the other group received directions in a fancy, or harder to read font, Brush.
The people who received the simple font estimated it would take 8.2 minutes to complete the directions whereas the people who received the complex font estimated that it would take 15.1 minutes to complete.