Serif vs Sans Serif: How to Choose

The choice between serif and sans serif is one of the first decisions in any design. The difference is a small stroke at the end of each letter, but the effect on tone is large.

What is the difference?

Serif fonts have small finishing strokes on their letters. They feel established, literary and formal. Sans serif fonts have none, and feel modern, direct and neutral.

Which is easier to read?

Research has not found a clear overall winner. On today's screens, both read well if the font has a good x-height, open shapes and comfortable spacing. Line length, size and line spacing matter more than the serifs.

When to choose a serif

• Editorial design, books and long-form articles.
• Brands that want heritage, luxury or authority.
• Large, elegant headlines.

When to choose a sans serif

• Apps, dashboards and interface text.
• Small labels, captions and signage.
• Brands that want to seem friendly, simple or technical.

Pairing them

A reliable formula is a strong serif headline with a quiet sans serif for the text, or the reverse. Look for matching proportions, and make the contrast clear. Two fonts that are nearly alike usually look like a mistake.

Use the comparison tool on this site to try up to five fonts side by side with your own text.