Designers tend to possess expertise in UI (user interface), which means they create a site that is intuitive and easy to use. Designing a website is largely a creative process that involves organizing content and images across several web pages, integrating applications, and including other interactive elements.

Here are some rules, tips, and tricks to help keep your design engaging and inventive.

1.  Choose complementary fonts:

Many fonts have distinct moods or personalities—serious, casual, playful, and elegant. You want to make sure the moods of your font choices match the purpose of your design. For instance, a script or calligraphic typeface may be appropriate for a wedding invitation, but not for your business newsletter.

So you have to make sure that the font used is suitable for the topic.

And you need to make sure that the fonts you use are consistent with each other.

2.  Establish a visual hierarchy:

Traditional publishing formats like newspapers and magazines offer good examples of how to apply a visual hierarchy to fonts. They combine fonts in a way that visually separates different textual elements like headlines, sub-headlines, body copy, and captions. Qualities such as size, boldness also known as “weight”, and spacing including leading—the space between lines, and kerning—the space between letters, all contribute to how the eye should navigate the page and what text should attract attention first.

3.  Context:

Where your design will appear should help you determine what fonts will work for your project. The text should be easily readable at the size it is going to be displayed, and clarity is especially important for small type.

In addition to size, font styles also affect readability. A good starting point for choosing fonts that fit the context of your design is to match the attributes of your intended message with the perceived traits of a typeface. This ties back in with the font personalities discussed in Rule

4.  Create contrast:

One of the main reasons that pairing serif and sans-serif fonts works so well is that it creates contrast. This idea of contrast brings together multiple concepts that you should be considering, including hierarchy and how fonts complement each other.