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I am working with some great guys at a company called Forest for the Trees on an update of their current web site. They wanted to maintain their color scheme and not stray too far from their logo, as it was already in print several places. We are still in the process of tweaking the layout, but along the way we have run into a question and thought it would be helpful to get a group opinion.
The question is, how much does font choice really matter? Is it just a personal preference thing, or does it make a difference in who you choose to do business with? Common design wisdom says that font choice makes a big difference in a company’s brand, but how much difference does it really make?
Pretend you’re a customer who needs help with what Forest for the Trees excels at: building a content strategy for your web presence that matches business goals and then presenting that content through mixed media. Here are two versions of the web site with two different font styles:
Version 1 - Rounded | Version 2 - Non-Rounded
Which appeals to you more? Which would you rather do business with? Why? Does the different font style give you a different impression of the company or is it arbitrary?
Try not to look at the other comments before you leave your own as we’re looking for your initial reaction, uninfluenced by others’ opinions. Looking forward to your comments!
Please use your name when you comment- I would appreciate it. Using just keywords makes your comment seem spammy, and it's liable to get deleted. See my comment policy for more detail. Thanks!
February 28, 2008 11:33 am
The round font looks so much better in my opinion. It goes with the whole fresh thing better.
February 28, 2008 11:43 am
First one looks much better. Looks a lot smoother with the rounded edges opposed to the pointed.
As for your question, even though the first one appeals to me more as a designer, font in my opinion really doesn’t matter. As long as the consumer can get the information/products they need, they couldn’t care less what font the website uses.
In my experience, the “average” person had no clue what actually makes a website visually appealing and usually their taste in what they think looks good, is pretty bad.
February 28, 2008 11:59 am
The rounded one, but that’s partly because the particular use of font in this case clash a bit with the general feel of the logo, and the rounded boxes. Using a rounded font fits the visual profile of logo and boxes more.
February 28, 2008 12:00 pm
I love the new layout, but i can’t see any “square” in that version. I prefer the rounded, anyway. Trees are organic, as is marketing. Rounded seems more suitable.
oh, duh. You mean the font. I like the logo square but everything else rounded. It makes the logo stand out.
February 28, 2008 12:02 pm
These difference are subtle, relatively minor differences. (I like the rounded better). Going from an elegant script with flourishes to a plain font would probably change audiences, or from a heavy font to an exaggeratedly light font.
I realize that for a professional that nothing is really subtle. But for every day use the effects vary from ‘lost in the noise’ to whether the text invites or repels readers, to clear cut, flat out refusal to view the text.
I think the difference in tracking and kerning is a more important difference between the two pages. The openness of the body text on the square page is easier to glance at and browse, or return to after glancing about the page. Only - I like the tracking on the ‘Forest For the Trees’ on the round page over the square page - especially on ‘Trees’. The movement of letters between the two pages is quite distinct.
February 28, 2008 12:21 pm
version 1 - round
February 28, 2008 12:33 pm
I’m 100% in favor of the non-rounded font. The rounded font looks too cartoony for me.
February 28, 2008 12:47 pm
I’m on Ryan’s side here too.
The rounded font is a bit too cartoonish and has a small resemblance to a too often used Word-font (Comic sans).
The non-rounded one looks more professional to me.
February 28, 2008 1:02 pm
Typography is definitely one of the most underrated design skills, and certainly one of the most important. It can make or break a design.
Your site is a great example, the typography and contrast is absolutely stunning.
February 28, 2008 1:03 pm
I do like the rounded version better, but can’t pinpoint why. Maybe just personal preference.
I do think though that font choice might matter - I can only talk from the choice of which blogs I like to read more regularly than others because of font choice.
If a font is too small, too narrow or just hard to read, you are more likely to not continue reading…
February 28, 2008 3:03 pm
I think with this application there is another question. Not whether it is rounded or not, but is it too matchy, matchy with the logo. So much of the logo is a typeface, the logo should not exactly match the body of your work. All your logo applications should match, but not the body of the blog. It makes the logo look cheap. The logo should stand apart slightly. Both examples exactly match the logo. Type is one of the most overlooked design tools around.
February 28, 2008 4:23 pm
I prefer the non-rounded option but I agree with Cris in that the logo should be quite different from the rest of the text.
February 28, 2008 5:16 pm
I like the round one better. It just seems less “harmful” by not having sharp edges. It also gives it a sense of smooth, creative, calm feeling to it. Definitely the round one.
February 28, 2008 6:47 pm
I prefer the rounded version. I’ve noticed that companies and products who are all about going green and organic use soft rounded typefaces in their marketing materials and products. I think on your rounded version the site has a child-friendly appeal to it, the other version looks a bit rough.
But on the other hand, if I hadn’t seen both versions, I wouldn’t know the difference, and doubt that seeing the rough not-rounded font would’ve influenced my decision in doing business with that company.
February 28, 2008 7:06 pm
I think the rounded font looks more immature, more childish. If I were employing someone to do marketing for me I would want to know that they were serious about their job (represented, here in my mind, by the text) whilst also being fun and creative (represented by the logo and picture of the fruit). I would definitely go with the non-round font.
February 28, 2008 7:47 pm
I prefer the second option. It looks a little more polished and businesslike.
February 29, 2008 6:22 am
For me, it’s about the combination…. I think I’d actually like to see the non-rounded, which is bold and fresh, but the Trebuchet is a little too flowery undernieath it. I’d use the Arial with it, rather than the way you have it…
BTW found your site through the Bluebird theme which i’m using on http://www.upstartproductions.net. You’ll be pleased to hear it’s received great compliments!
February 29, 2008 8:49 am
Hi Randa,
I think it’s a question of the logo, and how the type sits with the symbols. Not how the typeface matches the content.
The tree symbols are very round, and using the 2nd version creates a clash.
This might be of interest, might not:
http://www.lovelyasatree.com/
February 29, 2008 9:56 am
Very interesting comparison. I’m torn: I prefer the rounded version myself, but do think that the non-rounded carries more professional impact and weight.
However, the non-rounded one reminds me very much of the UK green movement in the 80’s, for some reason. (I think its a combination of the font and the muted green. The design is definitely not 80’s). Nothing wrong with that … but it does carry a particular ‘flavour’ for me personally, and that definitely dates me!
Perhaps that’s why I prefer the rounded one - because it looks more modern?
February 29, 2008 11:31 am
I have to say, font choice makes a huge difference. Having used roll-play to judge it myself, it’s far more professional to use unrounded fonts.
However, after showing it to some friends and family members, they seemed to find that the unrounded one was more approachable. It really depends on how the business wants themselves to be seen. Professional is non-rounded.
I’ve seen this effect being used quite a lot in the UK, in non-interactive medias like TV or print. Having seen so many fonts used in so many ways, the public’s opinion on a brand will be influenced by previous brands that used the same font, or logo. As Lucy, above, said, the font reminded her of the 80s, when Helvetica was starting out as the major font that it is today. I’m not sure what font that is, Arial or Helvetica or some other similar font.
Trebuchet MS is a relatively new font (which I recognise, unfortunately, due to a massive overuse when I started in the freelance design world), came out somewhere around 2000 and made such a huge impact (being the native font for Windows XP for example) in the friendly but not over-soft style market.
Any brand that uses capital, bold, unrounded-serify font will instantly be reminded of the original branding of IBM - stable, professional, intuitive.
You’ll find that this works with most old brands.
February 29, 2008 2:13 pm
The rounded version has stylistic points. I believe a good, polished font, like the rounded one, can make all the difference. Without the rounded font, I believe the layout is somehow lacking. I might even comment that I thought it looked ‘unpolished’. Ergo the designer was somehow flawed in his technique.
I think both are perfectly acceptable for the purpose of this website. But if I were critiquing this website, I would say the rounded was done by a professional and the non-rounded by a page builder software.
March 1, 2008 12:36 am
I really prefer the rounded one as well, which seems to be the consensus at time of writing this. I agree with Pilas14, that the rounded looks more polished and professional. I basically tried to discern my ‘blink’ moment, it was all about the rounded.
March 1, 2008 9:29 am
Intersting
I prefer the rounded my wife prefers the other.
It all depends on the person i suppose but at the
end of the day i would say the content of the site
is more important than the font
Just my opinion
Rich
March 1, 2008 2:35 pm
I think that font choice definitely matters (I like the first one btw)! People simply won’t visit a website that doesn’t look good, and aesthetically pleasing. I go for color-schemes over font-choice, but both are really important
March 1, 2008 3:15 pm
I like both - both are easily readable (ciritcal factor)
The rounded has a softer touch and more of a web20 look.
Would it make a difference in doing business with a company???
NO….
March 1, 2008 8:13 pm
Rounded. Easier on the eyes.
March 2, 2008 12:38 am
Personally, I think font has a big effect on how a company is perceived. In regards to a business, a clean professional looking font that is easy to read is very important. If you start using childish font that’s how your customers will feel you do business.
-Jon
March 3, 2008 1:00 pm
The rounded font fits much better, although both fonts look good with the design. The rounded font just follows along with more of the design…rounded corners, round orange, round font…
March 3, 2008 3:18 pm
I prefer the rounded font. The other version is kinda still with its edges.
March 3, 2008 9:08 pm
Font matters a WHOLE LOT IMHO. Parchment font drives me crazy. I’m weird, but I’ll boycott someone for it. It drives me bananas. It’s right to pay attention.
March 3, 2008 11:04 pm
I like the rounded one as well, version 1. It makes such a huge difference, even though the difference is slight. The rounded font seems to pop out a bit more. It is more unique than the other version, which is more commonly used. Thesecond version just doesn’t have that oomph that the first one does. I know, not the best explanation, sorry. But, I definaitely vote for the rounded one!
March 4, 2008 12:27 am
Hello, my name is Fiona. I think it’s my first time here. Regarding font choosing, some might argue that the election of typography is largely determined by personal taste and fashions. I’ve read about it in posting about choosing fonts for printed document and on-screen reading. But I agree with principle to never mix too many different fonts in each page. Your web page would look more like a fonts catalogue. Furthermore, if your work is specifically designed to read on-screen (i.e. web pages) then sans serif generally displays better.
March 5, 2008 9:24 am
I personally feel that fonts really portray and affects a website. I’m sure readers or visitors hate seeing bad fonts and that will turn them off very quickly. Anyway, my first time here. Will be coming back for more. Cheers!
March 5, 2008 1:18 pm
yaa i like round fonts..
March 5, 2008 4:22 pm
yea fonts definitely do matter… some draw attention and interest, while other fonts can take away from that.
March 5, 2008 5:33 pm
I prefer the rounded font, it does not come across as harsh. To me dark colors and sharp edged fonts seem pushy and defiant. While soft colors and rounded corners are more soft and gentle. It makes the company seem easier to work with.
March 6, 2008 1:58 am
i don’t know if fonts are so important…i prefer to focus on fonts dimension (i hate big fonts) but for the type…no preference
March 7, 2008 8:21 am
I like the rounded fonts better although I think a mix of the two would suffice, I would use non-rounded to get the message across.
March 7, 2008 9:17 am
Definitely the non-rounded. As a marketing professional myself, I would not want to do business with the company if I saw the rounded font. It looks childish, which leads me to believe they aren’t entirely professional or knowledgeable. Most everyone says they prefer the rounded font from an artisitic perspective, but from a business perspective, I’m looking for cues that indicate that my new vendor can handle the job (while still maintaining a distinct and creative brand image).
March 7, 2008 10:50 am
I’d go with the rounded font. The use of round edged boxes and the vector style logo looks better with the rounded font.
If the site were mainly text content based then perhaps the square font would be better.
March 8, 2008 9:14 am
Of course it matters. Chosen round fonts too.
March 8, 2008 1:12 pm
I liked version one, rounded best.
March 8, 2008 5:17 pm
I have to say I like the rounded one best. Its easier on my eyes.
March 9, 2008 1:02 am
It matters a lot when we are depicting something on the internet and sharing ourselves with others. The font size, Style and the color we use depicts the nature of the thing which we want to share with the other people.
March 9, 2008 3:03 am
The rounded one looks a lot more friendly!
March 9, 2008 12:58 pm
I looked at both views several times and decided the rounded font is more appealing for the products in this add. If I where looking at machinery or tools than the sharp may look better. IMO. Fred
March 10, 2008 11:12 am
Rounded looks best to me.
That was my first reaction and when I looked at them both several times I think it is because there are rounded corners in the graphics etc.
I would probably do business with them regardless of the font … the site is attractive, professional with either font.
MK
March 11, 2008 5:38 am
rounded looks better. gives off a more professional, business look.
March 12, 2008 12:05 pm
I prefer the second option. It looks a little more business and professional
March 13, 2008 6:13 pm
BIG fan of the rounded font, just seems to fit in more seamlessly.
March 13, 2008 11:36 pm
This was a tough one. To me I didn’t think it made a difference.
But if I had to make a choice I’d probably go with the rounded one. Making the comparison I found I liked the rounded letters instead of the sharp edged fonts. It looked more relaxed to me for some reason.
March 14, 2008 2:37 pm
I don’t think it matters because the overall look of the site is so strong. btw I love your header on this page.
March 15, 2008 2:21 pm
I like both, but lean towards the rounded. I also love your header !!
March 16, 2008 12:12 pm
Fonts are not simply aesthetically different. Each font carries a set of meanings and associations with it, which can be used to reinforce the message of the page.
All websites should use typefaces that are practical, easy to read and simple. No one wants to read some impact or space typeface on a professional page. One of the most popular typefaces in web design right now is Arial. Why? Arial is a sans-serif typeface that’s easy to read, has great proportions, and looks great when used with proper vertical spacing.
March 16, 2008 12:15 pm
On the Web, sans-serif typefaces are usually more appropriate for body text. It is easier to read than serif text on the Web. This is because the shape of letters with serifs is more complicated and cannot be accurately reproduced at the limited screen resolution.
March 16, 2008 6:28 pm
I can’t believe how many people think it made a difference. I must have no style whatsoever.
March 17, 2008 12:15 pm
I really don’t care about fonts; if you can read it then it’s fine. But some other designing things are useful
March 18, 2008 4:21 am
Hmm.. maybe it’s true that some people are not affected whatsoever by fonts typography and such. Is it because they are auditorial/kinestetic instead of visual?
March 20, 2008 11:57 pm
I love all things rounded, so I’d have to go with the rounded font. It just looks friendlier.
March 23, 2008 12:37 am
I vote for the rounded one, the round corners and arial font reflect simplicity. I wish I could do design like you.
March 24, 2008 11:04 am
To me, both are the same. Both were professional, etc… I would not be more or less willing to do business based on either design.
March 25, 2008 12:26 pm
I think that fonts make a lot of difference in text. Not only do they change
the readability of text but they can make design look much more proffesional. There are plenty of logos that base their designs strictly on text along, its interesting how simplistic famous designs truly are.
Sometimes less is more, and fonts can follow that rule as well.
wordpress best blogs
March 25, 2008 12:43 pm
I like the rounded font because it goes with the flow of the site.
I could definately use some pointers on my site:
http://www.torrentspam.com
March 27, 2008 1:36 pm
I think that they both look really good. However, the rounded font is my personal favorite!
March 28, 2008 8:00 pm
I like the 2nd one. It’s much sharper and cleaner looking.
March 29, 2008 5:22 am
Definitely the round one. Because it looks more Web 2.0 style.
April 8, 2008 10:27 pm
FONTS are massively important… for a logo and artwork they give users the feel of what the company is about…
For content however you have to make sure to keep fonts simple and use one that will be easy to read and won’t hurt the eyes… taking that into consideration always remember to never use CAPS IN A FULL PARAGRAPH!!! because it is insanely difficult to read…
love the blog, keep up the great work!
April 10, 2008 12:57 pm
I think that the font choice while important will not deter visitors from taking action if the product or service being offered is good. However I think that the rounded version lends itself to the style that most Web 2.0 companies use and may give the impression that the site may be some type of web based application when it may not be. I think while the content and overall layout of the design is the same in both the squared off version makes me think of it more as a non-Web 2.0 site. Just my initial reaction.
April 29, 2008 5:03 am
I believe fonts can make a huge difference on a website. Some giant corporations own their success to using a specific font. But the site’s content is far more important than it’s design.