Financial Fonts: How To Choose Typography Your Financial Firm’s Website

Brian Bojan Dordevic
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Brian Decoded

President at Alpha Efficiency

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How To Choose The Right Fonts For Your Financial Firm Website

Does your website font communicate your business’s core values? If the answer is “no” or “not sure,” then it’s time to seek better financial fonts.

Typography significantly impacts your audience’s perception of your brand, making your firm seem trustworthy and reliable when chosen right and unprofessional and outdated when left to chance.

Fonts are one of the most powerful elements in website design. It allows you to showcase your brand’s personality and foster connections with potential clients.

But with hundreds of font variants available, which one should you choose? Is there a method to select fonts for financial services?

I asked myself those questions, too, some time ago. Today, after working on over 500 sites at my web design agency, I’m glad to say I found the answers, and I want to share them with you. In this article, I’ll explain 8 ways to ensure you are choosing a font that reflects transparency and safety, encouraging web visitors to inquire more about your business.

Table of Contents:
Financial fonts

Understanding The Role of Fonts in Financial Branding

Your branding strategy encompasses different elements that represent your company’s values, message, services, and personality. When crafted successfully, those elements are immediately associated with your business by clients, leads, associates, and peers whenever they encounter them. Typography is one of those elements.

Financial services take seriously the fonts they use on their logos and business cards; the same rule applies to website typography. Even if typography only makes up for a tenth of your financial web design, it still can significantly impact brand perception.

Understanding the importance of typography in web design is crucial for building a solid digital branding. The fonts you choose for your web pages say a lot about your business, and you want them to communicate reliability and professionalism—besides your brand’s identity and core values.

8 Tips To Choose The Right Financial Fonts

When choosing the typography for finance websites and fintech apps, you want to go with one that creates a sense of trust and reliability. For that, there are several factors that come into play. As a digital marketing agency owner, I recommend you you consider these factors when selecting financial fonts:

Step Away From Experimentation and Stick To Fonts That Convey Safety

While you want your brand to come across as modern, taking experimentation too far can be counterproductive. Remember that when it comes to financial services, customers are looking for safety and transparency; you must opt for fonts that align with those values.

In this case, more is less is a good rule of thumb. When searching for the right fonts, aim for the ones that inspire these feelings:

  • Security
  • Trust
  • Reliability
  • Transparency
  • Modernity
  • Balance
  • Professionalism
  • Strength

This means there is little room for innovative fonts, futuristic typography, retro typefaces, overly decorative fonts, and so on.

Always Prioritize Readability and Good User Experience

Prioritize font readability

Typography has the power to significantly improve user experience. Your fonts affect how users process your content and receive the message. Prioritizing readability is important for any business, but it becomes even more crucial if you offer financial services.

What makes readability so essential? Customers seek brands that can simplify their complex financial planning. When deciding who will manage their finances, they prioritize relevant, error-free, easy-to-read content. Good readability makes the content easy to understand, which increases trust in the message.

In other words, clear communication promotes trust. Trust contributes to a financial firm’s reputation. A trustworthy reputation makes clients want to hire your services, making it one of your biggest assets.

For financial institution website design, I typically stick to simple, clean, and professional fonts, such as Sans Serif Fonts, Playfair Display, and Roboto. I choose colors that promote high legibility and adjust font sizes for optimal readability on both desktop and mobile devices.

Contemplate Your Firm’s Unique Requirements

When selecting your fonts, don’t do it only based on how good they look. Make sure they also complement your unique fintech company requirements and goals. Let’s have a look at the different finance niche spheres to consider when choosing typography.

  • Language Support: Forecasting multiple language support at the beginning of a web design project can be a smart investment. If you do or plan to offer your financial services to a multilingual audience, allowing users to switch languages caters to an enhanced user experience. Good multilingual font options include Google Noto, Open Sans, Lato, Grotte, and Helvetica World.
  • Symbols: Another crucial aspect to have in mind is special characters. For example, for fintech companies’ apps, content may include a variety of different currency symbols, decimals, and math formulas. Before committing to a font, explore which symbols, features, and characteristics it supports.
  • Type Of Content: When working on a financial website design, contemplate the type of information it’ll include and how users will interact with it. For example, if the site features educational information through blog posts, many easy-to-read modern fonts will do the trick. But if the website is more focused on data, operations, and repetitive figures users can interact with, you want to carefully select a typeface that supports that type of content.

Consider Adding A Different Font for Numbers

Font for numbers on financial institution website

Readability is as important for numbers as it is for characters, especially for financial sites. A font type that uses unrecognizable versions of number and currency symbols can cause comprehension issues and slow things down for your users.

You also have to contemplate how those special characters line up in the user interface. For example, if you plan to add budgeting plans to your app, many of the pages will contain lines of budget data. If the font you chose doesn’t feature monospaced numbers, budget data won’t line up at the decimals, creating a poor experience for your end users.

While you want to use a minimal number of fonts on your website or app, financial projects may require you to add an extra font solely for numbers and special characters.

Opt For Responsive Fonts

When working on your firm branding, you should seek financial fonts that work in both printed and digital media. This will enable you to use your signature brand font on business cards and billboards, as well as on your website, apps, and social media.

Not all fonts are free and supported by a wide range of media. A good place to start when exploring typography on a budget is Google Fonts, which are free and widely used.

Alternatively, if you have enough resources, I’d recommend you get a custom font that showcases your unique brand identity. You can grab inspiration from the 2024 font trends and create distinctive typography that enhances your branding efforts.

Strive For A Color Palette That Aligns with Your Brand’s Personality

Colors are one of the main web design branding elements; most renowned brands are easily identified by their colors. When working on a financial website, you should start by determining one or two colors that align with the brand identity.

Typically, financial firms opt for toned-down color schemes for their fonts to promote a sense of trust and reliability. These are the preferred colors in the banking and financial industry:

  • Blue: This color symbolizes trust, loyalty, confidence, intelligence, and professionalism.
  • Red: Users associate it with power, passion, tradition, and respect.
  • Black: It gives a sophisticated and modern look and is linked to ambition and security.

Those main colors are often paired with white, green, orange, or yellow – colors that offer a balance and contrast, allowing firms to target a broader audience.

You can use primary brand colors in:

  • Logo font
  • Header font
  • Call-to-action buttons
  • Iconography

Use Contrasting Colors Between Text and Background

Font contrast

Ensure optimal text visibility by selecting a color scheme that produces a high contrast between your font and the background. If you chose a dark font for your site, the background must be light, and vice versa.

A good color scheme example would be:

  • Font Color: Shades of black, dark blue, or dark gray.
  • Backgrounds: White or light colors like beige and light gray.

Your font colors will also impact how individuals with visual impairments navigate your site. Choosing fonts that are high in contrast with your background and easy to read will improve your website’s accessibility.

Use Accent Colors In Fonts In Your Favor

When talking about font colors, I have to mention accent colors. Besides improving your website’s readability and accessibility, you can use contrast colors to reap other benefits.

While you want just one or two main colors to take over the design, sparing pops of different hues can help you highlight and draw users’ attention to important information. Some suggestions include:

  • Headings: Add color in headlines to grab readers’ attention.
  • Links: Make your links noticeable using blue in black text and purple in white text.
  • Call-to-action buttons: Use vibrant colors to make them pop up from our design.

Time To Pick The Ideal Font For Your Financial Business

Now you know how typography can impact your brand image and how your potential clients feel about your business. You also know the best tips for choosing the right fonts for financial firms. It’s all about finding the right balance between a modern yet simple and trustworthy font style that still conveys your unique core values.

I know it is easier said than done. If you are struggling to find the right font or hesitate between free, paid, or custom fonts, I invite you to schedule a call with me. Together, we will choose the font that best complements your web design while catering to an enjoyable user experience and a sense of transparency and reliability to win you more clients.


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