Comparison
| Serif | Sans serif | |
|---|---|---|
| Feel | Traditional, literary, trustworthy | Modern, clean, neutral |
| Common uses | Books, newspapers, law firms, luxury brands | Websites, apps, tech brands, signage |
| Free examples | EB Garamond, Merriweather, Lora | Inter, Montserrat, Open Sans |
Readability
Old advice said serif for print and sans for screens. Modern high-resolution screens render both well; size, spacing and contrast matter more than serifs.
Choosing
- Brand voice first: heritage → serif; modern/tech → sans.
- Pair them: a serif heading with a sans body is a classic combination, see font pairings.
Other categories you’ll see
- Slab serif: thick, block-like serifs (Roboto Slab, Zilla Slab). Sturdy and friendly; great for headlines.
- Monospace: every character the same width; for code and a typewriter look. See monospace fonts.
- Script and handwriting: decorative; for a few words, never long text. See cursive and handwriting.
- Display: built for large sizes. See display fonts.
Quick test
Set a paragraph of your real content in one serif and one sans at the size you’ll use, on the device most of your readers use. The one you read more easily (and that sounds more like your brand) wins.
