Just like colors, font styles render different emotions. Curvy or hand script fonts can mean you (or company) are casual, friendly, and approachable while straight line or sans serif fonts can give a sense of accuracy, precision, and professionalism. It all goes back to your target audience: Who are you trying to sell your services, products, or message to? You also need to consider your primary message. And by this, we do not mean your latest promotions but what feeling you would want to evoke ...