If you’re designing an image-driven landing page, choose a simple font that doesn’t detract from your images. Use type as a way to emphasize information to communicate meaning.

Identify your audience

After determining the purpose of your design, identify your audience. This step is crucial because age and interest will influence your font options.

After clarifying the purpose of your design, identify your audience. This step is crucial because information about your users such as age, interests, and cultural upbringing could influence the decisions you make for your type.

For example, some fonts are more appropriate for children. When learning to read, children need highly legible fonts with generous letter shapes. A good example of this is Sassoon Primary. Sassoon Primary was developed by Rosemary Sassoon and based on her research into what kind of letters children found easy to read.

Other fonts are more appropriate for seniors. Senior-friendly fonts use readable sizes, high contrasting colors, and avoid scripts and decorative styles.

When choosing type, take into account your audience and their needs. Simply put, empathize with your users.

Look for inspiration

Look at the work of other designers. Try understand how they made their decisions for type.

Font Inspiration

For font inspiration, The 100 Best Free Fonts by CreativeBloq is a great article to put you in the right mindset for choosing type. In the article, CreativeBloq explains the motivations behind each font.

Another useful resource is 100 Greatest Free Fonts Collection for 2015 by Awwwards.

Invision also compiled a giant repo of typography resources. You’ll find lots of sources for inspiration there.