Serif vs Sans Serif Fonts: Which to use for a Print Project?

Blue background with white text showing Serif versus sans serif font styles comparison.

estimated reading time: 5 minutes

Fonts influence the Look, Tone, and Effectiveness of Print Materials

Whether you're designing a book, brochure, catalog, postcard, business card or something else, one of the key decisions in any print project is choosing the appropriate font.

Choosing the right font is important because it not only affects the appearance and readability of your printed piece, it also strongly influences how your message will be perceived by your audience.

It's something most people don't consider, but fonts are able to give printed words a distinct tone. So it is important to select the font that best aligns with your messaging. For example, your choice of font could project a tone that's friendly, authoritative, modern, traditional, elegant, trustworthy, whimsical, or any other "personality" you wish your print materials to have.

A well-matched typeface strengthens your communication and supports the purpose of the printed piece, whereas the wrong one could conflict with your message and weaken its effectiveness.

Two of the most fundamental categories of fonts are Serif and Sans Serif. Understanding the differences between these two font types - and when to use each - can dramatically improve the clarity and impact of your print project.

The word Serif written in a Serif style font with three of the Serif extensions circled in red — *Serif fonts have small decorative extensions that flare out from the main strokes of the letters. These flourishes can be subtle or prominent.*

What are SERIF Fonts?

Serif fonts are typefaces that feature little decorative strokes that extend from the ends of letters. These small extensions, known as "Serifs", trace all the way back to ancient Rome where stone carvers added them to engraved letters as a finishing touch. The contrast between the thick and thin strokes gives the letters an elegant, ornate quality.

Because Serif fonts have been used for centuries, they convey a classic, timeless look. The Serif extensions help lead a reader's eyes along lines of text, making Serif fonts particularly effective for print materials that provide a lengthier reading experience.

What are SANS SERIF Fonts?

Sans Serif fonts are typefaces that lack the small decorative strokes, or "Serifs," at the ends of letters. The name comes from the French word "Sans," meaning "without". Unlike Serif fonts, Sans Serif fonts typically maintain a consistent stroke thickness which contributes to their modern and straightforward appearance.

Sans Serif fonts were first introduced in the early 19th century and gained prominence during the 20th century. Sans Serif fonts are known for their clean and simple appearance, making them popular for concise yet strong messaging.

The words Sans Serif written in a Sans Serif style font with three areas circled in red to illustrate the absence of Serif extensions — *Unlike Serif fonts, Sans Serif fonts have no decorative extensions on the letters. As a result, the strokes of Sans Serif fonts exhibit a more consistent thickness.*

Key Differences between SERIF and SANS SERIF Fonts

The difference between these two font families goes beyond the presence or absence of Serifs. Each font type will also have a different effect on the tone and readability of your printed documents.

Serif fonts are often used to communicate a sense of tradition, authority, trust, and sophistication. As a result, Serif fonts are a good choice for print communications aimed at mature consumers.

On the other hand, Sans Serif fonts deliver a more contemporary, minimalistic, and approachable tone. Hence, Sans Serif fonts are a good fit for print communications geared toward younger consumers.

Regarding readability, Serif fonts are considered to be a better choice for print projects that contain a substantial amount of text, especially when the font size is within the range of 9pt to 12pt. This is because the Serifs subtly guide the eye from letter to letter and line to line.

Even though Sans Serif fonts appear clean and simple, they can sometimes tire the eyes when reading lengthy blocks of text. As such, Sans Serif fonts work better when used for shorter, high-impact content that can be read quickly.

Best Uses for SERIF Fonts in Print Projects

Because the structure of Serif fonts enhances the readability of long blocks of text, Serif fonts are well-suited for the body copy of books, booklets, manuals, catalogs, magazines, info guides or any other printed pieces that contain substantial amounts of text.

Since Serif fonts also impart a sense of authority and trust, they are an excellent choice for brochures and pamphlets used in industries where credibility and professionalism are extremely important. For example, printed materials used for financial, legal, or medical services are often designed with Serif fonts.

In addition, because Serif fonts convey sophistication and formality, they are often chosen for ceremony programs, award certificates, invitations, and upscale restaurant menus.

Best Uses for SANS SERIF Fonts in Print Projects

Though Sans Serif Fonts may not be the best choice for long passages of printed body copy, they are great for just about every other application. Because Sans Serif fonts are easy to read in quick bursts, they work well for lines of text that are short and succinct, such as headings, subheadings, captions, taglines, and product names.

Sans Serif fonts are also highly versatile and scale well for use on large or small print projects. They look crisp and bold from a distance, which makes them a good choice for large format items such as posters, banners, signage, and trade show displays.

They also provide clean and quick messaging for smaller printed items that rely on uncluttered designs and rapid scanning, such as business cards, table tents, rack cards, and direct mail postcards. The clarity and simple structure of San Serif fonts allows readers to instantly grasp the main message.

Plus, because the sleek appearance of Sans Serif fonts stands out and commands attention, especially when printed in bold or italics, these fonts work extremely well for brochures, flyers, sell sheets and other pieces used for marketing or promotional purposes.

Can SERIF and SANS SERIF Fonts be used in Combination?

100% YES! In fact, using a Serif font and a Sans Serif font in the same layout is one of the most effective and widely recommended combinations in print design.

The most common strategy for pairing the two font types is to use a Serif font for the body text and a Sans Serif font for headlines. This approach creates immediate visual contrast and helps the eyes instantly recognize what's a headline and what's body copy, thereby creating a clear hierarchy.

Though less common, a Sans Serif font could be used for the body text and a Serif font for the headlines. As long as the two typefaces complement each other, have compatible proportions, and guide the reader effortlessly through your content, you are on your way to success.

Color Vision is Always Ready to Help!

If you have any print-related questions or have an upcoming print project, be sure to get in touch with Color Vision Printing.

Our friendly and experienced staff is always ready to serve you. We can assist with just about any print project you may have - books, manuals, catalogs, brochures, flyers, postcards, and more!

To get a price quote, use our simple Quote Request form to send us your project's specifications and we will be happy to email a quote to you. Or, if you prefer to discuss your project by phone, give us a call at 800-543-6299.

As always, we look forward to assisting with your custom printing needs!