Typography is often one of the most overlooked elements of a brand. Businesses spend time refining their logo, selecting colours and crafting messaging, yet the fonts they use across their website and marketing materials are frequently chosen as an afterthought.
Recent research by design studio Kraam suggests that some of the web’s most commonly used fonts may actually be working against brands rather than supporting them. Fonts such as Arial Narrow, Times New Roman and Tahoma were criticised for issues including readability, spacing and outdated visual characteristics.
While no font is inherently “bad”, the study raises an important question: what does your typography say about your business?
Typography Shapes First Impressions
Visitors form opinions about your website within seconds. While imagery and layout play an important role, typography often has an equally significant impact on how professional, trustworthy and credible a brand appears.
According to Kraam’s analysis, fonts that feel cramped, generic or dated can subtly influence how users perceive a website and the organisation behind it.
For businesses investing in a professional online presence, typography should be considered a key component of brand identity rather than simply a way to display text.
This is why typography forms part of a broader branding strategy. A carefully selected typeface can help communicate personality, values and professionalism while creating consistency across every customer touchpoint. Learn more about Zonkey’s approach to branding:
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Readability Should Always Come First
Many fonts are selected because they look attractive in a logo or marketing graphic, but website typography has a different job.
The primary purpose of website text is to be read easily. Kraam’s analysis found that some popular fonts suffer from issues such as tight spacing, poor character distinction and inconsistent proportions, all of which can negatively impact the reading experience.
When visitors struggle to read content comfortably, they are less likely to engage with it. This can lead to shorter sessions, reduced engagement and ultimately fewer enquiries or conversions.
Good web typography should:
- Be easy to read across all screen sizes
- Maintain clear spacing between letters and words
- Create a comfortable reading rhythm
- Support accessibility requirements
- Reflect the brand’s personality
The Hidden Cost of Generic Fonts
Fonts such as Arial and Times New Roman have become popular because they are widely available and familiar. However, familiarity can sometimes come at the expense of differentiation.
Kraam’s designers noted that widely used system fonts can feel generic and lack the visual character needed to reinforce a unique brand identity.
For businesses operating in competitive markets, every opportunity to stand out matters. A carefully chosen typeface can help create a distinctive visual identity that customers remember long after they’ve left your website.
This doesn’t necessarily mean using unusual or decorative fonts. In many cases, the most effective typography is clean, modern and subtle. The key is ensuring it aligns with the wider brand strategy.
Typography and Website Performance
Typography isn’t only about aesthetics. It also plays an important role in user experience.
A well-designed website combines content, layout, imagery and typography to create a seamless journey for visitors. When these elements work together, users can quickly find information and engage with your content.
At Zonkey, website design is approached holistically, ensuring every visual element contributes to usability and business goals rather than simply looking attractive.
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Choosing the Right Typeface for Your Brand
There is no universal “best” font. The right choice depends on your audience, industry and brand personality.
A professional services firm may benefit from a modern, authoritative typeface, while a creative brand may have more freedom to express character through typography.
Before selecting a font, consider:
- Who your audience is
- How and where the font will be used
- Accessibility and readability requirements
- Brand personality and tone of voice
- Consistency across digital and print materials
The most successful brands treat typography as part of their overall identity rather than a standalone design decision.
The recent research serves as a useful reminder that typography is far more influential than many businesses realise. Fonts influence readability, brand perception, user experience and even the level of trust visitors place in your content.
Whether you’re launching a new brand or refreshing an existing website, typography deserves careful consideration. The right typeface won’t just make your content look better – it can help create a stronger, more memorable brand experience for your audience.
Photo by Markus Spiske on Unsplash