It may be time to throw out “convention.” Not all of it, of course, but when it comes to typography and current trends, it is definitely time to experiment, to know your target customers, and to understand those design types that they will see as exciting, compelling, and worthy of interest.

Face it. The typography you choose is the first thing, along with amazing images, that will make a visitor or user want to check out a website further. And you have to consider typography as an image. And that image has to fit the brand, the audience, and what we know about today’s consumers.

So, before we talk about typography trends, let’s talk a bit about consumers and what they want to see.

Today’s consumer is clearly “jaded. ” He is not just looking for information or products. He is looking for entertainment, for inspiration, and to be amazed. Much of this comes from the web designs of those sites he accesses. And much of that design determines whether he stays or bounces. A company may have the best product or service he needs. But if it is not packaged well, then that company loses.

And you have to think of typography as a part of design and brand message, not just words with certain sizes, fonts and color. While you are at it, you will also want to think about mixing up fonts as well. Nothing says the consistency of font is the “law. ” In fact, it can be pretty boring.

There are certainly “trends” that designers and typographers talk about every year. These are based upon what seems to be most popular at the moment. But trends come and go pretty quickly. You can be a trend follower or a trendsetter – your choice.

With that said, let’s take a look at some of the trends in typography during 2019 and see how you can apply them to web designs that will amaze your clients and their visitors as well. But, while you read about and view these trend images, do not fall into the trap that you must emulate them and become someone you are not in doing so. These are simply ideas – you can take them and impose your own creative stamp to set yourself apart, thrill your clients, and love what you have created.

1. Handwriting

A natural handwritten script somehow has an air of authenticity. And authenticity is something that today’s consumer wants. Granted, there are a number of activities of a business that promote trust and authenticity, but there are also psychological triggers. The handwritten script adds a personal touch to website design. At the same time, the type of handwritten script must also reflect a business brand. Take a look at these examples of handwritten logos. Some have been around for years, of course, and they are now synonymous with their brands. Yet, others, such as the more recent Harley Davidson and Barbie scripts, have evolved.

The bottom line is this: handwritten typography is not going anywhere. It will continue to capture and intrigue, and it will continue to trigger certain psychological responses.

2. Vintage Typography

If nothing else, vintage fonts conjure up nostalgia. And while millennials and Gen X’ers are certainly not into nostalgia in their personal lives (Grandma’s good china is not a coveted item), they do tend to appreciate the connotation that it does mean long-standing quality.

This typography has been in place since 1911, and though some product labels have different colors, the font/type does not change. Descriptions of products and other information on the site use a rather standard font, but every page includes this permanent vintage typography of its original logo.

Vintage typography promotes trust – the visitor/customer has the “feel” that the company has a long and solid history. And even newer companies can establish that feel by adopting vintage typography.

3. Watercolor Typography/Fonts

We have all seen stunning watercolor paintings. The colors are not sharp and clear but more blended with shades that evolve. The lettering can be all a blend of one color or multiple colors:

Watercolor typography has become more popular, especially along with handwritten, because they do go well together. The Baby Einstein logo above is a prime example of this combination. Watercolor typography triggers feelings of calm, collected vibes and are great options for websites that might feature cosmetics, bridal/wedding services, newborn infant products, and such.

4. Serif

A font that has been around for such a long time but one that is making a bit of a comeback. And there’s a lot of flexibility with tools now, so you can do lots of extra things with Serif. Sans Serif is still in use too (often called Grotesque or Gothic), and can be dramatic with flairs of color and varieties of sizes.

5. Big and Small Together for Emphasis and Drama

While a lot of people like the consistency and uniformity of typography that is all the same size in phrases and notifications, many more are captured by major changes in sizes, especially when a business wants to emphasize something. Experimenting with different sizes (and even fonts) with text can be dramatic and will grab attention. It is a good way to put emphasis on the most important words or phrases of a piece of text.

Check out this example from workisnotajob.

6. Variety in Fonts

Mixing and matching a variety of fonts is definitely a design trend on the rise. It allows a lot of creativity and eye appeal, if it is not overdone. Using cursive mixed with block lettering, using vintage with modern – all of these things can be incorporated, if done right. This will take some experimentation, of course, but the great thing about website typography? It’s so easy to change, test, and change again. Go for it.

7. Color

Oh my, yes. Color never goes out of style, and it allows so much more creativity when coupled with exciting fonts that relate to a brand. Think about Lego, for example.

Or the many “faces” of Google:

Or, color can be used to depict “class” or sophistication, such as that used for Rolex:

The absence of color variety can also depict seriousness, and a lot of businesses are focused on the serious. Claude McPherson, website management director for the writing service Studicus, for example, states this: “Our customers want the basics and want them simply and clearly explained. We use a lot of block print without much color, adding a few splashes when we want our visitors to see something unique or unusual. This works for us, but every business knows its customer and should use color accordingly.”

8. Overlays and Cut-outs

These are especially fun typography projects. Embedding visuals within typography itself can create an amazing and eye-catching feature to website design. These add lots of layers to typography designs, contrasting with the boring and very “flat” looking website page. Further, they add the effect of 3-D illusion. Take a look at this trend as it is used by Pavilion. How cool is this?

9. Geometrics

Geometrics will probably never go out of style. Geometry is all about points, lines, shapes, and positions. The possibilities for typography are endless, and geometry will always be a part of any typography that is designed. The use of geometry can be very basic, using typical shapes and lines, or it can be used as a start point for far more creative typography effects. Take a look at this geometric typography design by creativemarket.com – the use of geometric shapes to create an amazing font. Here is a chance to get wonderfully creative – a far cry from the black and white geometric typography that may have a place for more traditional brands but not for those that want to make a “splash.”

10. The Content Itself

In our hard work to experiment with and design incredible typographical effects, we can often forget that what is said is just as important as the way it looks to a visitor or user. Words are powerful all by themselves, and the best typography cannot itself substitute for creative and compelling textual presentation. Designers are artists – they are not always creative journalistic writers that can present a brand message that resonates with an audience. If this is a need, then it is critical to get professional help. There is any number of freelance writers or creative writing services which have creative copywriting departments to meet such needs.

The Real Trend? Customize Everything

As you consider the typography options that you now have, given the great technology and the ease with which they can be incorporated into website design, your job as a designer is not so much finding the right tools for your designs. Your real job is getting a full understanding of the company whose website you are designing, digging deep into its brand and the message that it is conveying to its target audience. Only then can you begin to think about how to customize typography that makes sense and that makes the statements the company needs to make. And your number 1 rule? Be who you are in your designs; present them to your clients; take their feedback; modify and go back to the drawing board as much as necessary. And stop worrying so much about trends and what is “in” or “out.” The bottom line is providing amazing and wonderful typography that excites your client – it really is all about him, not you, and not about what others say you should be doing.