Primary Title Font (H1 / Page Titles)
This is the first impression font.
Purpose: Authority, elegance, hierarchy
Style to look for:
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High-contrast serif (thick + thin strokes)
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Classic proportions, not quirky
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Looks strong in ALL CAPS
What this font should communicate:
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“Established”
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“Intentional”
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“Luxury without trying too hard”
Green flags when browsing fonts:
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Inspired by editorial, publishing, or old-world print
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Described as elegant, editorial, refined, classic
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Has clean, balanced capital letters
Red flags:
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Overly decorative swashes
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Trendy or novelty serifs
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Fonts that feel playful or casual
👉 This font should feel like it belongs on a magazine cover or a wedding invitation suite.
Secondary Heading Font (H2 / Section Headers)
This font supports the title without competing.
Purpose: Structure + flow
Style to look for:
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Refined serif or soft transitional serif
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Lower contrast than your title font
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Elegant in all caps or small caps
What this font should do:
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Organize content
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Guide the eye
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Feel cohesive with your main title font
Green flags:
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Descriptions like literary, classical, bookish, timeless
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Slightly thinner or softer than your main title font
Red flags:
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Fonts that look too similar to your H1 (causes visual blur)
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Fonts that feel too modern or geometric
👉 Think of this as your well-tailored blazer — polished, dependable, never distracting.
Body Text Font (Paragraphs)
This is where people stay on your site, so comfort matters.
Purpose: Readability + warmth
Style to look for:
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Low-contrast serif or humanist sans-serif
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Designed for long reading
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Neutral, not stylized
What this font should communicate:
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Trust
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Clarity
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Calm professionalism
Green flags:
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Fonts designed for books or editorial use
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Descriptions like readable, versatile, text-friendly
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Clear lowercase letters and generous spacing
Red flags:
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Ultra-thin fonts
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All-caps body text (never worth it)
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Fonts that feel “techy” or stark
👉 This is your living room sofa — no one notices it until it’s uncomfortable.
Utility / Accent Font (Nav, Buttons, Labels)
This font does the practical work.
Purpose: Clarity + modern balance
Style to look for:
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Clean sans-serif
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Slightly modern, but not trendy
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Works well in small sizes and all caps
What this font should do:
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Make navigation effortless
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Balance your serif-heavy design
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Stay out of the spotlight
Green flags:
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Simple shapes
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Even spacing
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Described as neutral, modern, clean
Red flags:
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Rounded, bubbly fonts
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Fonts with lots of personality
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Anything “cute”
👉 This is your trim work and hardware — subtle, necessary, well-made.
PRIMARY TITLE FONT
Section Headers
Body Text Font
UTILITY TEXT FONT