Do the fonts in the header seem a bit unsuited to the words they communicate?
Getting your typography right matters not only because it has to deliver a message but because it also primes the audience for the message. Effective typography reinforces the message and can make the message more effective.
There are hundreds of thousands of typefaces out there and each come bundled with a set of preconceptions that will help prime (or repel) the target audience before they even get around to reading the communication. As a result it pays to be aware of what the font itself is communicating, and to take into consideration the psychology linked with types of fonts. You don’t just pick a typeface, you pick the range of associations, feelings and emotions that go with it.
Here are just a few examples of font types and some of the associated messages they are commonly seen to carry.
There is no formula to picking the correct font, but choosing a font that inherently shares traits with the message it carries is an obvious place to start.
