I’ve seen it more times than I care to mention, a business person getting a little over excited with the font list on their computer and going font crazy on a poster or leaflet. Also using different fonts for every item, online or in print.
One of my top tips for all business folk is to practice KISS (Keep It Simple Stupid/Sister – insert suitable S word here).
When it comes to fonts, don’t be tempted by a shiny new font and use it ‘just because’. Remember that a brand is made up in layers and your font choice is an important one of those layers.
Choose 2 or 3 fonts that you like and feel work well together and then stick with those for everything you do. I like to have perhaps a serif font, a sans serif one and perhaps a handwritten for good measure, but of course it very much depends on the business and the image that you want to portray.
However big or small your business is, choose just 2 or 3 fonts for all your marketing materials and you will soon have another aspect of your ‘brand’ covered.