Certain typefaces are dominating the digital space right now, with a lot of success coming down to their versatility, clarity, and adaptability.
With fonts like Helvetica, Montserrat, and Roboto being the top choices, it’s also interesting to see more serif fonts emerging, including Garamond and Playfair Display, solidifying their place in modern marketing.
Factors that Drive Font Perception
Fonts are a part of a visual language, and they help to communicate a brand’s identity, as well as its personality and purpose. In the entertainment sector, typography works alongside logo design and even brand colours to drive recognition.
The entertainment sector is a prime example of how brands can utilise different fonts and colours, but with the same goal of driving subscriptions. Take Prime Video, for example, they have a font called Prime Video Sharp, which is a customised version of Sharp Grotesk. Designed to be both strong and friendly, it helps to support the strong catalogue of Prime’s offerings while reinforcing a professional streaming experience. Spotify has a custom sans-serif font, which combines sharp angles to create a dynamic look for the brand.
Not only does the new font add energy, but it also helps the brand to be more adaptable across different verticals. Even in gaming, and with online slots UK specifically, different fonts are used to showcase the theme of the game. That is why you will notice different typefaces across games like Bullseye Alice and Pizza Fiesta. Games like Sahara Riches Megaways Cash Collect take a different approach, and have typefaces that directly relate to the real-world setting of the game. Examples like this show how it’s possible to create fonts that serve different purposes, but with consistency.
Typographical Emphasis When Marketing
One of the best ways for you to try and capture the reader’s eye is by putting a big focus on the emphasis of what you are doing. Bold text attracts attention by using a wider letterform. Italics or underlines, however, can help to highlight tone.
Typefaces like Helvetica Bold or even the italic version of Times New Roman help you to control the hierarchy of text without breaking away from the consistency they offer. Font colours can also help to add an extra layer of complexity. While black or even dark grey are all good if you want to add colour strategically, and they are also very good for reinforcing specific calls to action.
Red, for example, can emit energy or danger, but it can also stand for excitement and passion. Green is great for those who want to guarantee nature, security, and balance, with blue being good for confidence and professionalism.
If you look at major banks, you’ll notice that they use colours that range from blue to red and even green, showing how it’s possible to break past these boundaries and still send the message you want, by simply using a typeface that corresponds. Small things like this are major, and they can also help you to refine your brand without being boxed in by traditional colours or typefaces.
Read more:
The Most Popular Fonts for Marketers in 2025