What Makes Your Website Stand Out - Fonts

Part 2: Fonts That Work Harder Than They Look

A strong color palette sets the tone, but it’s the fonts that carry your message. Fonts communicate the personality of your brand just as much as your photos or logo—and when done right, they do it quietly, confidently, and with zero distractions.

In the sample homepage I’m building for a jewelry brand leaving Etsy, I treated font selection like a design layer with just as much weight as layout or photography. The brand is refined but approachable, bold but personal, so the fonts needed to walk that same line.

Let’s break down how I chose the typography—and how fonts can work harder on your site too.

Palette by @poiesis_designs

Choose Fonts That Match the Mood

With the moody red-and-charcoal palette locked in, I looked for fonts that would support that vibe—something elegant with just enough edge to match the richness of the product photography and storytelling tone.

Here’s what I landed on:

Headline Font Options (Strong Serif):

• Playfair Display: This one made the cut. It’s timeless, elegant, and high-contrast—perfect for homepage headlines that need to feel editorial and intentional.

• Libre Baskerville: Slightly more subtle, but still has that classic serif feel if I needed a softer option.

Body Font Options (Clean Sans-Serif):

• Lato: This became the workhorse. It's smooth, modern, and super readable across product descriptions, about sections, and FAQs.

• Inter: Also a great choice—especially if the site were a little more modern or tech-driven.

Button/CTA Font:

• Same as the body font (Lato), but bolded and styled for clarity.Alternative option: Poppins Bold—more geometric, very clean, and really pops on CTA buttons.

Pairing one serif and one sans-serif gives the site visual variety without chaos. Each font plays a role and supports the flow of content.

Don’t Use Too Many

This is a big one. I stuck to two fonts across the homepage—one for headings, one for everything else. That’s all you need. More than that and things start feeling inconsistent, even if most visitors can’t explain why.

Even within those fonts, I’m using consistent weights and sizes. There’s a rhythm to the layout that makes the page easy to skim, while still looking polished and deliberate.

Also: no cursive, no novelty fonts, no ultra-thin stylized headers. Beautiful design doesn’t need drama to get attention.

Make It Easy to Read (But Still Beautiful)

Aesthetic is great. Function is necessary.

Here’s what I used for the homepage layout:

• Headline: 48px, bold

• Subheading: 30px

• Body: 18px

• Buttons: 16px, bold, all caps

Spacing matters too—watch your line height (120–150% of font size) and letter spacing so your content doesn’t feel cramped.

And please, no center-aligned paragraphs. Keep them left-aligned unless you want your site to feel like a church bulletin.

Font pairing can feel deceptively simple, but it’s one of those areas where a good decision quietly upgrades the whole site—and a bad one sticks out. If you’re overwhelmed by this part or just want to skip the trial-and-error, send me a message. I can help you fine-tune your fonts or build something from scratch that’s clean, cohesive, and on-brand.

Create a Font Hierarchy That Guides the Eye

Hierarchy is what helps people move through your content naturally—without even thinking about it.

Here’s how I built it into the sample homepage:

• Hero headline (Playfair Display, #a93134): Big, bold, emotional. This is where we set the tone.

• Section headers (Playfair Display Italic, #6a1b20): Elegant and softer, used for sub-sections like “Our Story” or “Materials.”

• Body text (Lato, #4a444d): Clean and legible for all the must-read details.

• CTA buttons (Lato Bold, white on red or charcoal): Stands out without being shouty.

It’s not just about size—it’s about flow. When each level of text has a clear job, users never feel lost. They know exactly where to look next.

Use Color + Font Pairing Intentionally

The font choices aren’t separate from the palette—they work together.

In this site, I kept most body text in soft gray and used red only in headlines, accents, or buttons. The serif font adds elegance to the red, while the sans-serif keeps the supporting text grounded and modern. The contrast between the two also adds visual interest without overloading the design.

Also: make sure all text and background color pairings pass the ADA contrast ratio of 4.5:1 for body text (3:1 for larger text). If you’re not sure, test it.

If your current site feels a little off—or if you’re just not confident in your choices—I can help you tighten it up. Whether you want a few quick adjustments or a full redesign, I’ll make sure your fonts don’t just look good—they support your entire brand.