The numbers speak for themselves: the right font can have a 9% increase in trustworthiness and a 10% increase in memorability. Plus, using an inconsistent free font may cost you in revenue; the estimated average revenue increase attributed to always presenting the brand consistently is 23%.
Let’s cut to the chase. Here are four reasons why you should avoid using free fonts.
1. No brand distinction.
For your brand to be memorable across your customer base, you’ll need your font to be unique enough to create that elusive element: brand distinction. The risk of using free fonts is that your brand design may not be quickly recognized by your audience, decreasing credibility.
Beyond brand distinction, using a free font that others may also be using runs the risk of creating negative associations. Perhaps your free font matches the font of a questionable brand your client may not want to be associated with.
